Editorial Board   Guest Author

Ms. Tocguigny

Yvonne Tocguigny

Chief Creative and Strategy Officer, Archer Malmo

In 1980, Yvonne Tocquigny launched her company, Tocquigny (TOH-KEY-KNEE), and from its inception, the digitally minded creative shop has focused on transforming brands. Adweek, B2B and Clutch have all named Tocquigny a top agency, honors reflective of the shop’s work for clients such as CITGO, Jeep, Dell, Hitachi, USAA and Caterpillar. Collecting and building a talented team of makers, thinkers and doers — all working within a company culture that complements the uniqueness of Austin — Ms. Tocquigny is regarded as a forward-thinker in the industry, one who looks beyond the norm to reach goals and objectives. Ms. Tocquigny has become a business trailblazer, a leading marketer, a sought-after speaker, a respected writer and a mentor to many. In 2015, Archer Malmo, a leading brand communications agency based in Memphis, approached Ms. Tocquigny to consider an acquisition. Learning that Archer Malmo shared many of Tocquigny’s philosophies and values, and understanding that the combination of the two shops would better serve the agency’s clients, Ms. Tocquigny made the bold move to join forces. Despite the change of the company name, the agency’s work for clients in Austin and throughout the country remains the same, as have Ms. Tocquigny’s responsibilities. She continues to advise companies on topics such as digital marketing strategies, branding, messaging, business planning and ways to structure marketing organizations. Yvonne and her senior staff continue to be responsible for generating business for the Austin office. As Creative and Strategy Officer of Archer Malmo, Austin, Ms. Tocquigny remains a popular columnist for the Austin Business Journal and is a frequent speaker for groups of CEOs across the country, international Six Sigma organizations, CEOs in the banking and finance industry and groups of startup entrepreneurs. Recently, Yvonne presented at BMA15, the largest B2B marketing conference in the world. Ms. Tocquigny is a Founding Partner and mentor for The Capital Factory, an incubator for startup companies that draws business talent from across the country. She is an inaugural member of the Advisory Council for the School of Undergraduate Studies at the University of Texas and a member of the Advisory Board of the Harry Ransom Center at the University of Texas. Please visit http://archermalmo.com/ for more information.

Ms. Tocguigny can be contacted at 512-532-2800 or Yvonnet@archermalmo.com

Coming up in April 2018...

Guest Service: Empowering People

Excellent customer service is vitally important in all businesses but it is especially important for hotels where customer service is the lifeblood of the business. Outstanding customer service is essential in creating new customers, retaining existing customers, and cultivating referrals for future customers. Employees who meet and exceed guest expectations are critical to a hotel's success, and it begins with the hiring process. It is imperative for HR personnel to screen for and hire people who inherently possess customer-friendly traits - empathy, warmth and conscientiousness - which allow them to serve guests naturally and authentically. Trait-based hiring means considering more than just a candidate's technical skills and background; it means looking for and selecting employees who naturally desire to take care of people, who derive satisfaction and pleasure from fulfilling guests' needs, and who don't consider customer service to be a chore. Without the presence of these specific traits and attributes, it is difficult for an employee to provide genuine hospitality. Once that kind of employee has been hired, it is necessary to empower them. Some forward-thinking hotels empower their employees to proactively fix customer problems without having to wait for management approval. This employee empowerment—the permission to be creative, and even having the authority to spend money on a customer's behalf - is a resourceful way to resolve guest problems quickly and efficiently. When management places their faith in an employee's good judgment, it inspires a sense of trust and provides a sense of higher purpose beyond a simple paycheck. The April issue of the Hotel Business Review will document what some leading hotels are doing to cultivate and manage guest satisfaction in their operations.