How to Craft the Guest Experience
June 29, 2015 7:03am
Starbucks, once the darling of brand excellence, devalued, and now on an ascension, was never about the coffee. It was about the experience in a Starbuck's location - the colors, the texture, the sounds, smells, comfort and safety - a cornucopia for the senses.
We are all consumers, and your staff, no matter the type of hospitality business - lodgings, restaurants, attractions, entertainment or retail stores- understand authenticity, appeal to the senses and the role of expectations in framing and delivering on the guest experience. But, sometimes, you, the manager, must synthesize and bring it home to your establishment and recommit your team to your message and business.
The more they know and are aware, the better they can forge the proper relationship and rapport with your guest. It is about behaviors, shaped with information and driven by excellence!
This is a helpful diagnostic template for your discussion:
I. | Construct a model and dimensions of the guest for your business.
II. | Have your staff help create your Guest Profile from the above discussion. No doubt it would include, but not limited to, some of the following your guest is seeking:
III. | Identify a strategy, which, given the vagaries of the marketplace, should include: "Retain the ones who love you and turn them into raving, craving Ambassadors". Why, you might ask?
IV. | Enunciate that tri-pod which frames any guest experience: Facility, Product and Service. Emphasize that the experience is influenced by:
V. | Take each of those guest experience aspects and elaborate:
VI. | What's in it for me - your staff member? One reality is continued employment, whether it be full-time, part-time, contractual or shift work. Secondly, for those who are eligible for commission or gratuity, there is the opportunity for acknowledged reward. No matter their position in your business, certain staff behaviors will enhance prospects for a memorable guest experience:
The above Guest Experience Template does not answer all the questions or concerns of today's hospitality manager. Everything is moving so quickly. However, the staff discussion and the participation which occurs is invaluable and will place you in a favorable posture for the changing hospitality marketplace.
Tags: guest experience,
Contact: John R. Hendrie
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