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How to Deliver a Memorable Experience
By John Hendrie
Has our Hospitality Industry lost focus — exceeding the expectations of our Guests, as measured by their satisfaction? That is the bottom line — our Guests, their hopes and our delivery. This situation is not corrected by discounts, clever promotions, or throwing marketing dollars down that "black hole". We need to rethink what makes that memorable experience, for our consumer is very savvy, a prudent shopper, no longer swayed by our claims of value.
This requires an investment by you to "do business differently". Only through this paradigm shift to "Remarkable Hospitality" will you enter the realm of excellence.
For the past twenty years, we have witnessed a transformation in almost every industry to become more Consumer oriented. Some Companies just could not make the transition; others were too late; and some moved on, as a very different looking enterprise. The change activity revolved around reengineering, rightsizing, downsizing and other terms you may conjure. But, the goal was to assess resources, realign process, people and products and then compete with advantage, meeting consumer expectation. Sadly, the playing field was littered with casualties — both human and physical assets. That is the Corporate America we now know. The strong and the flexible survive.
Is Hospitality in such dire straits? I sometimes wonder. As a business so tied to the human touch and sensibilities, we are off kilter. But, we can learn to better manage that critical guest experience with a new strategic equation, which reflects the following components:
This model is not new, but the application to Hospitality may be. We simply have not embraced the simple concept of engaging our Guest, gaining their loyalty, and better than meeting their expectations. We need to better manage the experience, frame expectations, create real value and then market our uniqueness. It can be done!
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About LRA Worldwide, Inc:
LRA Worldwide is a leading research and consulting company in the emerging discipline of Customer Experience Management (CEM). We work with our clients to help them design and deliver consistently exceptional customer experiences in order to drive customer satisfaction, loyalty and advocacy, and company growth and profitability.
In LRA's 25-year history, we have grown from a provider of customized quality assurance evaluation programs for the hospitality industry, to a leading CEM consulting company offering a variety of client solutions. The evolution has been driven by our clients asking us one question - "How do we get better?" In response, we have built a range of performance measurement, research, training and consulting solutions to help them do so. Today, we are a growing company operating in more than 120 countries throughout the world, helping clients deliver exceptional customer experiences. Every touch. Every time. For more information, visit us at www.LRAworldwide.com.
The author believes that Remarkable Service is the portal to the
Memorable Customer Experience. Seek solutions at:
John R. Hendrie
Hospitality Performance, Inc.
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