News for the Hospitality Executive |
By Fritz Kummer October 2012 Before I get into this article
I want to make it
UNEQUVOCALLY clear that I have absolutely nothing against Ritz Carlton
Hotels
or the Ritz Carlton organization. In
actuality, to this day, the example I always cite as the most
exceptional
individual example of service I ever received occurred at the Ritz
Carlton-Buckhead thirty-some years ago!
Unfortunately, they scored at the top of the 2012 JD
Powers guest
service survey and this article is about a frightening trend involving
ALL
hotel company’s scores related back to “the best.” And, though it may
appear to
some that I have a bone to pick with Ritz Carlton - NOTHING can be
further from
the truth!”
Ever since I saw the 2012 JD
Power’s report on guest
service, or lack there of, in the hospitality/hotel business and read a
subsequent article where the author urged fellow hotel professionals
not to
fret because things were not as bad as the rating organization made it
out to
look I have not been able to get either totally out of my mind. I am sure such is in part due to me being in
the process of writing an e-book on personnel issues and service in the
industry I have spent my entire career in; but more specifically - how
poorly
literally every organization ranked had scored, including top “VOTE”
getter,
Ritz Carlton did! While JD Powers, in
their accompanying press release, made note of how the scores have been
declining for seven consecutive years someone who works in the industry
without
any reservations was able to totally brush aside such a damming and
disturbing
fact (based on Powers’ studies) and tries to calm everyone’ fears of
the true
state of the industry and service in it.
While such a trend may be somewhat, if not totally,
understandable if
the noted length of this debilitating drift had been noted for but
three or
four years, thereby coinciding with the historically poor economic
times we are
only now starting to come out of, the fact that it began THREE years
before
everything went in the tank makes it most definitely something that
everyone in
the business of hospitality should very much take to heart and be
frighteningly
concerned about.
What was even more shocking to
me than the hotel company’s
scores and the noted article is what I found out a few hours before
starting to
write this article. That being -
regardless of an individual organization’s score, if they are the
recipient of
the highest marks in their respective segment they receive the JD
Powers award
for that category – again REGARDLES OF SCORE in relation to an
organization’s
achievement of any true level of exceptional service.
Though, I was always cognizant of
organizations, regardless of industry or field, that received and often
boasted
receipt of the same I was shocked to hear from a member in the JD
Powers
organization confirm my fear that there was NO defined minimum level of
performance that must have been achieved in order for the “award” to be
given.
This particular aspect was
really driven home by the trials
and tribulations that my youngest son (with a 4.0 weighted GPA and a
2,000-plus
SAT score) went through earlier this year applying to colleges. Despite having consistently excelled in his
studies for FOUR consecutive years he was NOT accepted at either of his
two
preferred schools. Conversely, if
the
score for Ritz Carlton were extrapolated and converted to a letter
grade and
related GPA (a 864 score “equals” 86.4% or a “B” average or
approximately a 3.0
GPA) – not even the Valedictorian of the hospitality industry would
have
received even cursory consideration for acceptance into any ivy league,
“little-ivy,” or any of the other top-tier institution of higher
education in
the United States, Canada or Great Britain – if anywhere in the world. Furthermore, TWO award recipients achieved
but a “C” level grades (or a 2.0 GPA) while eight (8) organizations’
scores
translates into D’s and three others FLUNKED! And, as an industry these
scores
have been on a SEVEN-YEAR SLIDE! If that
is not a record to be concerned about - I don’t know what is!
__________________________About the Author: Fritz Kummer has been recognized by peers as one of the most knowledgeable and effective executives in the hospitality industry. He brings over twenty-five years of experience in the field to his writing and thinking. During those years he covered just about every operational position in a hotel, and more than a dozen management positions spanning the three major property divisions (Sales, Food & Beverage and Rooms). He readily attributes his successes to the efforts of the top notch and challenging people he surrounded himself with. He has been the architect of aggressive and comprehensive programs that restored service levels and resulting revenue at multiple underperforming hotel properties. As General Manager, he consistently significantly improved service and business metrics, enabling significant rate increases that resulted in record high revenues and profitability while also expanding the respective property's market penetration. As Executive VP and COO of the Adam's Mark Hotel chain, he led his business unit to unprecedented growth that eclipsed the already strong performance of the parent company's other business lines. |
Contact: Fritz Kummer 412.491.5300 [email protected] |
Also See: |
The
Hospitality Industry and Some of the Personnel Challenges it Faces!
/ Fritz Kummer / August 2010 |