Spot on Service: Guiding the guest experience
By Scott Hale Chief Experience Officer, Brand New Stay | April 15, 2012
The cliches are endless:
- It's not what you say, it's what you do
- Actions speak louder than words
- The customer is always right
By definition, cliches are sentences or phrases expressing a common thought void of innovation. So let's get right to it: The guest experience drives your revenue engine.
You, as the fearless experience engineer for your team and guests, have the responsibility to define a service culture that transcends cliche and borders extraordinary. All it takes is a splash of ingenuity, a healthy dose of empathy and a thorough understanding of what your guests really want.
What your team does and says impacts how your guests feel and, thereby, helps your guests decide where to spend their money. If you operate a full service venue with rooms, food and beverage and spa, you are literally banking on these outlets to be complimentary. They will be, so long as each person on your team understands the big picture and has an insatiable desire to be a guest's personal champion.
When your venue's service level falters, intended guest loyalty will not equal actual guest loyalty. Said simply, if a guest booked a room with you because you have a great spa, they intend to be loyal. However, if their room is dirty upon arrival, that intent will not be actualized and they will cancel their spa appointment. An extreme example follows:
Tom and Barb are checking-in to your full service spot for the first time. They haven't heard much about your place, were unaware you had a website, haven't liked you on Facebook, don't follow you on Twitter, haven't heard of TripAdvisor, don't Yelp and are ridiculously excited to enjoy a weekend getaway for the first time in far too long.