Guest Experience Design PDF

GUEST EXPERIENCE DESIGN LESSON 1 HOW DOES GUEST EXPERIENCE LOOKS LIKE IN HOSPITALITY AND FOOD AND BEVERAGE? 1. Something that happens to you that affects how you feel: I had a pretty unpleasant experience at the dentist's. It was interesting hearing about his experiences as a policeman. I did...

GUEST EXPERIENCE DESIGN LESSON 1 HOW DOES GUEST EXPERIENCE LOOKS LIKE IN HOSPITALITY AND FOOD AND BEVERAGE? 1. Something that happens to you that affects how you feel: I had a pretty unpleasant experience at the dentist's. It was interesting hearing about his experiences as a policeman. I did meet him once and it was an experience I shall never forget. 2. A good/great/positive experience: We want to make visiting the website a good experience for all our users a useful/valuable/educational experience. 3. Be/provide/offer an experience: It was an amazing experience to participate in the forum. 4. Customer/shopping/learning experience. People who shop here care about the customer experience and the quality of service they receive. The way that something happens and how it makes you feel: 5. Dining experience: They go out of their way to make sure you have a great dining experience. 6. Customer experience: A spokesman for the company said that it was committed to improving the customer experience. Guest experience in the Hospitality Food and Beverage: Quality food service cost atmosphere reservation experience decor smell music Smell, sight, hearing, taste and feel -> friends and conversation How did that experience make you feel? Excitement -> people attract people Happiness Warmth Nostalgia Comfort If the job description is not given -> excellence might not be achieved A specific description of the position is given -> knowing exactly what we have to achieve is a must Storytelling -> tone of voice -> brand identity even in a public campaign -> who are the customers that we want to reach out -> create our own persona There are 2 types of customers and a brand should be able to reach both of them -> effective communication Food is important, but is not the first thing people will remember about the restaurant -> The future of hospitality will require you to deliver more than what consumers expect NEVER SAY NO THE YOUR CLIENTS -> STRUCTURE YOUR PHRASE WITH OFFERING SOMETHING DIFFERENT ASK OPEN QUESTIONS -> IS ALL GOOD? HOW IS IT GOING? -> share their feelings Experiences affect how we perceive people, life, business, events, and more. Experiences guide us to want more, or less, of something. Experiences direct our decisions to go left or go right. Experiences influence our decision to buy, or not buy. Experience makes us who we are. Experience makes us HUMAN. LESSON 2 Today Challenge of Hospitality: 1. Managing the entire brand experience 2. Every guest as a voice 3. Distinguish from one another Standard – Core value – Creates happiness through magical experience -> It is the same for every customer and it is something that you have to serve to the costumer -> Procedure that you want to follow when you pick up the phone Prioritizing Customer Exp – 2010 moved from Customer Relation Management to Customer Managed Relationship Every Touchpoint Matter – details, details, details Employee Alignment – shared value and expectations – team members are good storytellers  Marketing Efforts – Resorts ’’ Happiest Place on Hearts ’’ Outsourcing (usually the Housekeeping department) -> is the practice of hiring external organizations or individuals to perform tasks, handle operations, or provide services that would typically be done in-house by a company's own employees. It is often used to reduce costs, access specialized expertise, or increase efficiency by leveraging external resources. Internalize the source -> train the people -> team is the core value Understand which are the customers -> technological tools to anticipate -> specific questions before their coming with a huge databases of information These are touchpoints that the team created before the arrival -> magical experience-> attention to details LOYALTY PROGRAM -> If you can positively impact your guest’s emotions, then they’re much more likely to come back. And if you can do this, you’ve got yourself a customer for life To measure your behavior. Have the information and then use it -> in this way we make sure that the team makes the costumer special and loyal Redefine Hospitality 1. Service is an action Service is your process for treating Guest 2. Hospitality is a mind set Hospitality is how you put the process into action when it comes to interact with Guest -> Empathy -> Genuine Caring -> Enjoy being with other people Why do people choose to visit a Restaurant or Hotel? 1. Price 2. Location 3. Experience Look at nice pictures about the location -> reading bad reviews about the service -> provide the best service and get in contact with who made the bad review and solve the problem Location and experience are number 1 and from there it depends the price -> customer experience It is about which type of consumer we would like to choose. It is imperative you do not compete on price. What influences the price? Competition and the level of service that you decide to provide and the kind of consumer. There is a small part based on the demand. Location, Location, Location - Harold Samuel 1944 – Land Securities Real Estate Make your business worth extra travel time, make sure your business is visible and attractive, well ranked. How your business made the Guest feel, this is the key. EX: Aman Hotel -> not efficient marketing, not on top of the research The first is Booking and it can sell more units than the original website. The commercial defines the type of customers he wants -> target consumers. It does not define a group of people that they would like to attract (not necessarily families) and emphasizes the hotel and the services -> EXPERIENCE inside the hotel, rather than the city and what happens outside the hotel. The focus is on the product, not going in details, but not the city (Venice is already a destination). EX: AMAN -> less specific because we are seeing the brand and not only a hotel. It talks more about EXPERIENCE and it is completely unrelated to the hotel. It is more a LIFESTYLE VIDEO and it does not define the audience, but someone who enjoys the outdoor activities. LIFESTYLE We are not selling anymore services, but a wider experience -> the way the entire industry is growing. The managers want to build a new destination, not only build a hotel or a brand. SERVICE AND HOSPITALITY A service is an intangible action or task performed to satisfy the needs or wants of a customer, often involving expertise, labor, or resources. Examples include healthcare, education, or technical support. Service is more tangible -> is the quality Hospitality is the friendly and generous treatment of guests or visitors, typically involving providing food, drink, accommodation, or other services to make them feel welcome and comfortable. Hospitality -> is the way we deliver it and the way we communicate with guests If the service is not delivered, you can still deliver a unique costumer’s experience (Hospitality) 1. Inform the consumer 2. Cover that void with something else (It might be a welcome portion from the Chef to cover the time between the order and the delivery) 3. Connect with people and listening to them -> Emotional How can I make sure that this Hospitality happens every time? It is teamwork. Great service and hospitality are the best mix to generate memorable Guest moments. However you may mess on service, hospitality saves the day. Guests want to feel heard. People are emotional beings. Being Truly Hospitable To be hospitable, you have to want to be hospitable. Hospitality Musts: DETAILS PERSONALIZATION CREATIVITY World-Class examples of Hospitality: Andaz Hotels – Ritz Carlton – Accor – Conrad “Go above and beyond the consumer’s expectation” -> if the service, the standard and the precision is willing to blend with the hospitality -> surprise the consumer and this is the main aim of the Hotel (magic box). Also to manage the problems and when clients complain (especially the kids). It is a tool to connect with clients. LESSON 3 “A brand for a company is like a reputation for a person, you earn reputation by trying to do hard things well.” -> Amazon manages the delivery directly (approachable, smiley) and it got so much better. It has the service (buy online) and the hospitality (staff behavior) -> interaction with the consumer and it completely changed the experience. It is very personalized. BRAND DEFINITION: actions intentional and unintentional, that contribute to your reputation. Why is brand important? What is the final reason why we are in business? Regardless of whether or not it’s food, hotel room, widgets, vacuums or haircuts, you’ve got to sell more of it. Understand which audience, the positioning and how to communicate. It is important to have your own brand and what distinguishes you from other brands. Internally -> staff makes the clients feel welcomed and at home Externally -> staff communicate to the clients that you will make their stays perfect Problems 1. Nobody cares 2. You have millions of competitors Reflect on how a brand can differentiate from other brands in the market and make a lot of researches on opportunities and weaknesses -> target audience Your brand is how you get people to care. It bridges the gap between your business and your customer’s perceptions of the value you offer. To build a brand, you must first understand that your brand is affected by thousands and thousands of interactions with your customers calle ’’Brand Touchpoints’’. EXCLUSIVITY -> Exclusivity refers to the quality of being limited to a particular group, individual, or purpose, often implying special access, privileges, or rarity. Marriott vs. Bulgari INTERACTION -> In terms of hotels, interaction refers to the communication and engagement between hotel staff and guests. This includes providing customer service, addressing needs or concerns, and creating a positive experience through personalized attention, support, and hospitality. Branding is more than a logo, more than marketing, and more than signage is vital because your brand is more than just a visual identity. It is about how you look, what you say and what you do. How you look = quality brand’s visual identity: Logo, alternatives logos for various placement, your color palette, your typography, any icons you might use and your photography style. Social media covers and website design. Interior and exterior design of your property, furnitures, fixtures, equipment choices, flooring and carpet. They have to be aligned, to give continuity to the customer's experience. Why choose the loyalty program? Matiott is on the stockage exchange meaning that it has to constantly deliver perfection because your stakeholders want a return. Increase the number of hotels that it has in its Portfolio. A stock exchange is a marketplace where securities like stocks, bonds, and other financial assets are bought and sold. It allows buyers and sellers to trade in a regulated environment, ensuring fair pricing and transparency. Examples include the New York Stock Exchange (NYSE) and Nasdaq. Stock exchanges help companies raise capital through public offerings and facilitate price discovery for assets. Organic growth: Organic growth refers to the expansion of a business through internal efforts, such as increasing sales, improving products or services, entering new markets, or enhancing operational efficiency, rather than through mergers, acquisitions, or external investments Buy existing brands and include them in their Portfolio At that moment, Marriott does not focus only on Marriott itself but on Bonvoy (loyalty program > brand itself). The majority of hotels are not Mariott, but there are several hotels and brands with different goals. What you say = the way you communicate Your messaging is your way of making sure that your customers understand your business and what you are offering. It needs to be clear, simple and focused on the problem you can solve for your customers. The way of communicating must take in consideration the audience and the tone of voice. What you do = your delivery Visuals and messages both work together to help your potential customers choose you. But once they have chosen, it is vital that you deliver, possibly above expectations. There is probably nothing that influences your reputation more than the way you deliver on the promise to your customer Create a Brand - ROI If your brand is always presented consistently, your revenue could increase by an average 33% (Lucipress study). ROI (Return on Investment) is a financial metric used to evaluate the profitability or efficiency of an investment. It is calculated by dividing the net profit from an investment by its initial cost and multiplying by 100 to express it as a percentage. A higher ROI indicates a more profitable investment. LESSON 4 Proactive approach with the consumer Think of a business transaction as a conversation between two people who have just met. First, they judge each other by how they look. Then, they try to figure out how to communicate clearly so that both members of the conversation understand what is going on. Lastly, they follow-up on whatever they said they were going to do. To start building a brand, begin thinking about who you are as a business, or rather, who you want to be. Reference to Restaurant for Family Example Now that you have your brand defined, let’s work on your Brand Strategy Your Brand strategy should help inform and equip your team with actionable directives, influence where you spend your marketing dollars, and affect everything, from who you hire to the color of tile you install in your bathrooms. When it comes to taking any decision, when you are in doubt, you can always return to your brand strategy. Those business owners who don’t take the time to develop a brand strategy often fall prey to the whims of the market. Chase whatever is trendy at the moment, copy what their competitors are doing, or shift strategy each time a guest suggests something new, which are common mistakes that create deadly storms of conflicts in visual identity, messaging and delivery. Brand, culture, reputation, core value and market position, are the foundational building blocks upon which a profitable business must be built. A clearly defined strategy and a purposeful vision will make a direct on bottom line. A few steps to build a consistent brand strategy: Engage others in the process  Understand your customers Analyze your customer Build robust customer personas Internal problem analysis Vs external problems One more crucial point before starting creating your brand strategy: Brand Value – Brand Mission The bottom line is your brand, what you represent in your business environment, your guiding principles Guiding principles should be: Memorable Unique Actionable Meaningful Clear and Defined Timeless What is your promise to your customer? Are potential customers seeing you in a vast number of competitors? If not, maybe your visual identity brand touchpoint needs some attention. Are you clearly communicating that you understand your customer’s problems and that you have the solutions? If not, maybe you need to focus on your messaging brand touchpoints Are you following through on the promise you made to your customer’s – are you consistent in doing so? If not, maybe you need to work on your delivery brand touchpoint. Naming your business: Founders names Descriptive names Geographical names Evocative names Invented names Acronyms Exceeding upon delivery: Now that a solid brand foundation has been created, define how will you engage with your customer during all points of contact: Before your customer arrive While your customer are at your business After your customer leave Determine who you are and what your brand is, and what you are not. The rest of it is just a lot of noise. Your brand, your positioning and your culture will drive you and your team to deliver memorable guest experiences. So it is crucial to be able to attract talented employees to create a team capable of understanding the above and making each guest interaction unique. Now we know that creating a brand culture is fundamental to attract customers and it works the same way for the team. Strategic key points to attract talents: Pay Benefit Schedule Growth Opportunity Career Paths Social Media Cultura Alignment The best companies to work for are those whose cultures are built upon strong pillars of core values that act as a guide for those organizations. Design is not just what it looks like and feels like. Design is how it works. The end goal for a great logo is to spark the desired feeling deep enough to cause your customers to take an action without thinking about it. Logo Swab test: Once you have a logo that you think is effective, there is a simple test you can do to double check. Swap part of your logo – the name or the visual element – with something from a competing brand, or a brand from another category. If the new logo is better, or no worse than it was, then your existing logo has room to improve. Interior Design in Hospitality is a key factor for success When walking into restaurants or hotels, guests will first notice the decor, the team uniforms, wall color and even the smell. Visual Identity checklist: Have you developed a great logo? Did your logo pass the swab test? Does your brand color represent your brand well? Have you thought about how you will incorporate them into your different branding and marketing efforts? Have you given thought to your interior design? Have you considered the design of every space – including the more mundane ones? Have you ensured that your design does not hit any of the common mistakes businesses make with their visual identities? Exceeding upon delivery: Now that a solid brand foundation has been created, define how you will engage with your customer during all points of contact: Before your customer arrives While your customer is at your business. After your customer leaves. 1 – Receptionist Joao Buenvenida Smiles don’t come wider than that of our swarthy front desker Joao. His lilting Carioca accent soothes the weariest of travellers. He is composed, calm and well turned out despite the weight of inquires, phone calls, hubbub and the coming and going of the always lively lobby 2 - Reliable Regular Dowager Dandie Dinmont So she’s not really staff but she’s been visiting longer than most here have served (and since before the younger members were born). Some say she’s a spy, others a novelist, others stilla racing drivers. All we know for sure is that she’s perpetually dressed for a Viennese ball. 3 – Head Barman Fin Toniku The reliable rudder of our renowned bar is a veteran of the cocktail game who can freepour to the mililitre and judge by sight the guest who are thirsty (and the one who had enough) Tokyo born Jun’s cabinet is stocked with fine spirits and he’s more than happy to keep the night watch. 4 – General Manager Klara Abel Our unflappable Swiss-German GM doesn’t spend her days hiding away in the back office. Her two decades in the industry mean she’s tried her hand at most jobs – menial to managerial – and brings her heasy air from lobby to lift and street to suite. It's a calm influence that keeps the hotel ticking. 5 – Porter Shane Goodbye Smiley Sahne fell in love with hotels back in his native Antipodes and, although he’d relish the GM job one day, he’s happily learning the ropes, hauling cases and lugging the luggage trolley. He’s obliging, easy on the eye and usually appears from thin air to help as soon as the car boot clicks open 6 – Housemaid Grace Poppin As well-manned as the Dickensian mould from which she seems to have soundlessly sprung, our British housekeeper manages a team of taciturn and dexterous house staff. With an expert inkling for when curtains need drawing or pillow fluffing, she’s known for her dulcet tones and discreet manner. 7 – Spa Manager Ella V Rubdown Ella’s spa treatments tempt punters, whether they are hotel guests or not. The word ’’wellness’’ and all the associated whale song and wispiness have been banned in favour of firm massages, a seemly Swedish-style sauna and a well-equipped gym complete with on-hand and handsome trainers 8 – Head Chef Vito Buongusto French food can be fussy and too filling but our Italian-trained cook (who’s larger than life – and most Fiat hatchbacks) has a light touch and uses a small number of fresh ingredients to sumptuous effect. The menu is reliably robust and, although service comes with a sense of occasion, it’s never stuffy 9 – Concierge Constance Durand Our charming Parisian concierge can second-guess a guest taste at 20 paces. She has a reliable book of contacts for sorting seats at lesser-known restaurants, queue-hops at popular museums and fuss.free taxi transfers to the train station or airport (naturally, the hotel has a fleet of roomy BMWs too). 10 – handyman Tapio Hänninen Tool-in-hand Tapio (‘’Tap’’ for short) cut his teeth as an engineer in the Finnish military – or so he says. There’s no problem that he can’t identify, weigh up and fix. He may not have the glitziest job but woe betide the guest that talks down to him in earshot of his close Stay with character: 1 Hello! 2 Brand 3 Design 4 Inspiration REVPAR (Revenue Per Available Room) is a key performance metric in the hospitality industry, calculated by dividing total room revenue by the number of available rooms. It measures how well a hotel or accommodation is generating revenue from its available room inventory, regardless of occupancy. Formula: REVPAR = Total Room Revenue / Number of Available Rooms RP.SQ (Revenue Per Square Meter) is a metric used to assess the revenue generated per unit of space in a property, typically in retail or commercial real estate. It is calculated by dividing total revenue by the total area in square meters. CONFERENCE: Stefano Prete by Ospite He is an Hospitality Consultant. Experiences are measured according to expectations. Once you arrive there, you activate your senses. Read the needs of customers. Problem solving by the staff and the clients will remember the solution -> the final part of the journey. Measuring the experience through the mystery guest. The company is organized with 1000 outside teachers to organize plans with the guests. Also they have a lot of mystery guests in order to recognize the areas of improvement and the strengths. 1. Communication is one of the weakest points. Story-tellings is very important 2. Complaints handling -> avoid them or handling them with an emotional intelligence 3. Lack of leadership 4. Taking care of details 5. Understanding the needs of the costumer Sometimes architects design beautiful instructure, but not considering the need and the service that is located there.