Editorial Board   Guest Author

Mr. Hirsch

Jeffrey Hirsch

Founder and President, The Right Brain Studio, Inc.

Jeff Hirsch is the Founder and President of The Right Brain Studio and Adjunct Professor in the graduate Communications Management program at the University of Southern California's Annenberg School for Communications & Journalism. His research insights, business development strategies and new product ideas are responsible for hundreds of millions of dollars in revenues for some of the world's top brands such as Caesar's Entertainment, Disneyland & Disneyworld, Pepsi, Colgate-Palmolive, General Mills, Johnson & Johnson, Brown-Forman, Pizza Hut, Taco Bell, Anheuser-Busch and many others. Mr. Hirsch started his career in advertising account management at DKG advertising in New York City. After working on various brands for the agency's Brown-Forman account, the client hired him to work directly for the company at its Louisville, KY headquarters in Brand Management on the Old Forrester Bourbon brand and innovation projects. He later went on to work on various General Mills brands in Account Management at Campbell-Mithun Advertising, and on the Apple business at Chiat/Day Advertising. Frustrated by the advertising business's categorization of “creativity” - if one department was “creative” by definition, did that mean that all the others weren't? - Mr. Hirsch launched his own business to inject a higher level of creativity and right brain-thinking into the strategic planning process. Many years later, the Right Brain Studio's clients show tangible success based on the company's ability to “connect the dots other people don't' see” and “curate emotions” to zero in on deeply held values and feelings that dictate brand choice. An avid reader, golfer, filmgoer and music lover, Mr. Hirsch enjoys performing solo - or joining his band - at local clubs and events. He also maintains his availability, should the team need his talents, to play center field for the New York Mets. He has an M.S. in Advertising and a B.S. in Communications from Northwestern University.

Please visit htttp://www.therightbrainstudio.com for more information.

Mr. Hirsch can be contacted at 818-400-7922 or jhirsch@therightbrainstudio.com

Coming up in April 2019...

Guest Service: A Culture of YES

In a recent global consumers report, 97% of the participants said that customer service is a major factor in their loyalty to a brand, and 76% said they view customer service as the true test of how much a company values them. And since there is no industry more reliant on customer satisfaction than the hotel industry, managers must be unrelenting in their determination to hire, train and empower the very best people, and to create a culture of exceptional customer service within their organization. Of course, this begins with hiring the right people. There are people who are naturally service-oriented; people who are warm, empathetic, enthusiastic, pleasant, thoughtful and optimistic; people who take pride in their ability to solve problems for the hotel guests they are serving. Then, those same employees must be empowered to solve problems using their own judgment, without having to track down a manager to do it. This is how seamless problem solving and conflict resolution are achieved in guest service. This willingness to empower employees is part of creating a Culture of Yes within an organization.  The goal is to create an environment in which everyone is striving to say “Yes”, rather than figuring out ways to say, “No”. It is essential that this attitude be instilled in all frontline, customer-facing, employees. Finally, in order to ensure that the hotel can generate a consistent level of performance across a wide variety of situations, management must also put in place well-defined systems and standards, and then educate their employees about them. Every employee must be aware of and responsible for every standard that applies in their department. 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.