Guestology: The Basics of Wow (Hospitality Industry) PDF

10/24/24 THE HOSPITALITY INDUSTRY gu esto lo gy t h e b as i c s o f w o w The hospit...

10/24/24 THE HOSPITALITY INDUSTRY gu esto lo gy t h e b as i c s o f w o w The hospitality industry is m ade up of organizations that offer guests, courteous, professional food, drink and lodging services, alone or in combination. 1 2 THE HOSPITALITY hospitality INDUSTRY industry guest experience Even more challenging for those in the sum total of the experience that the guest has with hospitality organizations is the simple the service provided on a given occasion or set of occasions; reality of service quality and service value moments of truth are defined not by the managers, auditors, any key or crucial moment or period during a or rating organizations. service encounter, a make or break moment; subsequently expanded by others to include any significant or memorable interaction 3 4 1  10/24/24 guestology th e stu d y of g u e s ts a n d th e ir b e h a v io r th e ir w ants, n e e d s a n d e x p e c ta tio n s w it h th e a im of a lig n in g th e guestology. o rg a n iz a tio n ’s strategy, staff a n d system s so as to p ro v id e o u t s t a n d in g service to guests. 5 6 the guestologist guest SERVICE A guestologist seeks to understand and plan for the expectations of an organizations’ target experience. PRODUCT customers before they even enter the service setting, so that everything is ready for each guest to have a successful and enjoyable experience. SERVICE SERVICE SETTINGS DELIVERY 7 8 2  10/24/24 service. How to Provide intangible part of a transaction relationship that Outstanding Service creates value b e tw e e n a provider organization and its customer, client or guest 1. Listen to the Guest Services can be provided directly to th e custom er, 2. Be Proactive or it can be do n e for th e c u sto m e r. 3. Personalize the Experience Services can be provided by a person or via 4. Use Technology Wisely technology. 9 10 sectors. tangibility spectrum. 11 12 3  10/24/24 comparing goods and services service 13 14 What is Service? The Old View serving internal customers Service is a technical after-sale function that is Internal C u s to m e rs – p e rs o n s or u n its w i t h i n th e o rg a n iz a tio n provided by the service departm ent. th a t d e p e n d s o n a n d serve e a c h o th e r meeting increased competition If th ey d o n ’t p ro v id e th e e x p e rie n c e th e ir g u e s ts expect, s o m e o n e else will. “Employees will be provided the same concern, respect, a n d caring attitude within the organization that they are expected to share Old view of service = externally with every Southwest Customer Service Center Old Service = wrench time customer” 15 16 4  10/24/24 service product service th e en tire b u n d l e of ta n g ib le s a n d industry in ta n g ib le s p ro v id e d by a hospitality There are no such things as o rg a n iz a tio n to g u e sts d u r in g a service experience, sa m e as S e r v ic e service industries. There are only Package industries whose service A service p r o d u c t does n o t refer components are greater or less specifically to the ta n g ib le ite m s than those of other industries. that m ay accom pany the Everybody is in service – transaction, t h o u g h it c a n in c lu d e them. Theodore Levitt Define d by the Co mp any B o t h th e o rg a n iz a tio n a n d th e g u e st “IN CO “ IN T H E F A C T O R Y W E M A K E C O S M E T I C S , d e fin e it, a n d th e d e fin itio n s m a y S E LL H O P E ” n o t b e t h e sam e. 17 18 Goods to Services to understanding Experience the guest M ore and more, today’s consum ers w ant their Each guest is unique. VIP – Very Individual P e o p le goods and services p ack ag e d as part of a U n derstan din g the guest includes: m e m o ra b le experience that has an em otional The traditional d e m o g r a p h i c b r e a k d o w n of impact. age, race, gender, and guests’ home locations “If you do not create a memory, then you P s y c h o g r a p h i c b r e a k d o w n s of h o w they have not offered a distinctive experience.” feel, w hat their attitudes, beliefs and values are. Distinctive Experiences C a p a b ilities (their KSA – knowledge, skills, B. Joseph Pine II & James H. Gilmore Authors, The Experience Economy attitudes) to c o p ro d u c e the experience 19 20 5  10/24/24 understanding the guest the guest M e e tin g the expectations of a custom er w h o arrives experience. n e e d in g bu t not really w a n tin g the service and A service delivery system consists of: angry at the service provider, perhaps even at the An inanim ate t e c h n o lo g y part (organization w orld itself, is difficult. and inform ation systems and process In such situations, ensuring the quality of the techniques) service experience is even m ore crucial because of P e o p le part (most importantly, the frontline the circum stances leading to the need for services. server w h o delivers, or presents the service, or co-produces it w ith the guest) 21 22 the guest SERVICE the guest experience. PRODUCT experience. N o tw o guest experiences are exactly alike The uniqueness is w hat provides the primary challenge to the hospitality service provider You can’t please every guest, bu t the hospitality SERVICE SERVICE organization has to try even th o u g h everybody SETTINGS DELIVERY is different. B ut these reactions of guests som etim es are s o m e h o w similar and can be studied. 23 24 6  10/24/24 thank you. 25 7