by Roberta
Nedry, President. Hospitality Excellence, Inc.
March 2013
What to my wondering eyes
should appear, but a giant
imbedded computer screen across which the concierge and I could peer.
During
these times of so many technology innovations, some of which can be
confusing,
detached and frustrating in hospitality environments, I was astounded
by a
whole new look and feel at the InterContinental Miami concierge desk. A
smooth,
uncluttered, streamlined desk with a gigantic computer screen imbedded
into the
table stood before me. Chef Concierge Eduardo Rosello, stepped around
to my
side of the desk, and stood next to me. That’s when he brought out his
finger…and touched the sleek desk and computer screen. He swirled his
finger
around a few places and absolutely delighted me with what he could do.
It was
personal, exciting, even intimate yet also professional and
interactive. It was
a completely new experience for getting information and resources from
the
concierge and added a whole new level of engagement for both guest and
employee.
Gone is the desk with papers, pencils and maps and with
it a cluttered look. The new desk features interactive touch screens
and
complements the exhilarating, stylish and energetic feel of the lobby
and the
unique flair for which Miami is known.
These screens offer information about the
city, sporting
events, weather, cultural events and airport information. They enable
the guest
and the Concierge to both navigate through information and be "in the
know” while interacting with one another. Then, if anything else is
needed
after this interacting phase with the guest, the concierge can provide
additional information in the form of brochures, literature, booklets,
promotions and discounts which remain out of site but within easy
access for
the guest.
When asked why they installed this new feature and what
led to it, Chef Concierge Rosello explained, "The InterContinental
Miami
is a landmark. Miami is a trendy city and we wanted to be on the
cutting edge
of technology. These screens were designed specifically for this hotel
to add
innovative flair to the traditional role of the concierge".
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Experience unparalleled
luxury at the downtown
InterContinental Miami
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With guest techno-savvy higher than ever and all the
iPhones, iPads, iPods and androids that guests arrive with, the
concierge needs
to constantly be one step ahead so they can continue to be the strong
resource
guests expect but also evolve with changing needs and interests to keep
guests
excited and engaged . Maintaining that personal touch and experience
that only
the concierge can deliver yet also provide value in new and innovative
ways are
why this profession continues to be in demand and a key to guest
loyalty.
Chef Concierge Rosello, also a member of Les Clefs d'Or,
the prestigious international concierge association, says that “The
reaction of
guests has been incredible! Everyone that approaches the desk is
inclined to
touch it and navigate through the various applications. They have never
seen
anything like it before and are certainly quite impressed with our
modern
interactive desk.” He notes that guests are amazed by the different
features
that can be achieved by the screens and how quickly they can solve
problems as
well.
Rosello
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In
one particular case during the recent severe storm in
the Northeast, the concierge team was able to give up to date
information
regarding real time flight information since the screens are connected
to Miami
International Airport. They were able to provide the guest with
accurate
information on the spot and avoid the frustration of busy phone lines.
With
basketball in season, the concierge and interactive screen team are
plugged
into Miami Heat basketball and can show guests different game
possibilities and
visually show them seat and ticket options.
Applying this kind of ingenuity to ordinary moments and
turning a simple question to the concierge into an interactive
experience is a
powerful business strategy. Hoteliers who spend the time to research
and
develop new ways to address basic tasks and yet still deliver efficient
service
will end up with delighted guests. Delighted guests spend more, tell
their
friends, write better reviews and will want to come back for more!
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The concierge desk has become a hub of guest engagement
and a magnet for more personalized experiences. Instead of using
technology to
replace concierge functions, the InterContinental Miami recognized how
this
unique technology could augment the personal touch of the concierge and
enhance
the value of this resource for guests. The result has been the exact
opposite
of what has been feared when technology tools have been introduced in
other hotel
environments; reducing staff. Instead, it has been a strong motivator
for more
impulse decisions on things to do both in and outside of the hotel and
allows
the concierge to better define, manage and package guest preferences.
It has also been an invigorating change for the concierge
team. Chef Concierge Rosello notes the concierges are thoroughly
enjoying the
new desk. "It allows the concierge to do a bit of a "show" when
sharing information and using the applications simultaneously. It
enhances the
way we communicate and share with our guests." The concierge team is
even
more energized to connect with the guests and feels newly infused with
enthusiasm as they explore all the ways to play with their new
"gadget" to benefit the guest experience.
One guest commented that it made his encounter with the
concierge more efficient. "The concierge gave me more choices, more
quickly and that helped me feel better about my decisions that evening".
Another
interesting dimension that appeals to guests is
the visual impact. In face to face communication, a UCLA Study from
Albert
Mehrabian, Ph.D, showed that 55 % of our interactions are influenced by
body
language, 38% by tone of voice and and 7% words used. This interactive
computer
screen allows the concierge to have that greater face to face impact
and body
language through the touching and responding to the screen with the
guest. Both
concierge and guest share more of this interplay of the senses and are
able to
connect and experience the delivery of service together. Ironicly, this
represents a powerful solution to guest frustrations with too much
technology,
impersonal and rushed interactions. It showcases even more the many
talents of
the concierge in an entertaining way, using technology to compliment a
more
personal experience instead of distract from it. And, other guests
actually enjoy
waiting in line for their turn as opposed to being impatient as it's
fun to
watch each guest discover something new. |
Guest Michael Platner
experiences the special touch of
the new
Concierge Desk at the InterContinental Miami Hotel with
Concierge Juan Carlos Velasco
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This program and technology solution was designed
specifically for the InterContinental Miami Hotel by Edwards
Technologies, a firm
that creates audio visual entertainment technology and unique
multi-sensory
systems, based in El Segundo, California. Brian Edwards, Chairman of
the Board,
for the 30 year old firm said,” We reached far into the future to
design this
programming for the InterContinental Miami and considered how to
enhance guest
needs and opportunities with more engaging experiences.” He noted that
in
addition to the two concierge surface table computers which he likens
to a
giant IPAD plus more, his firm designed nine smaller lobby cocktail
tables with
embedded computer screens to add even more options for InterContinental
Miami
guests. Guests can sip drinks, taste appetizers and search for ways to
spend
the rest of their stay or visit and explore things going on in the
hotel as
well as around Miami. These cocktail tables will further drive business
to the
personal touch of the concierge with a “call concierge” button after
the guest
has done their own search and wants to take action on what they found.
This
will be part of the next phase for Chef Concierge Rosello and his team
and will
yield even more “WOW!” according to Rosello. Edwards notes that these
products
and strategy actually become a 'sales agent' for the concierge. They
serve as a
profit center for the hotel and reinforce the value of the
multi-talented
concierge team and their skills in exceptional service delivery to
benefit
guests even more.
The Miami InterContinental team feels they may have a
unique thing going as they do not know of any other hotel using this
technology
and design in any hotel in the U.S. although countries known for
advanced
developments in technology may be exploring something similar.
Bottom line...there are always new ways to “tap” into the
guest experience and explore how to make moments more memorable. Chef
Concierge
Rosello and his team have that special touch.
Reprinted with permission from hospitalityexcellence.com
and hotelexecutive.com.
About the Author
Roberta
Nedry is President of Hospitality Excellence, Inc., leaders in guest
experience
management. Ms. Nedry has developed a unique 3D Servicesm methodology
to take guest service to the next level. Her firm focuses on guest,
customer
and client service, the concierge profession and service excellence
training
for management and frontline employees. To learn more about Hospitality
Excellence programs, exceptional service and the new 3D Services Online
training program - a New Dimension in Service Excellence, visit www.hospitalityexcellence.com. Ms.
Nedry can
be contacted at 877.436.3307 or [email protected].
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