Session 7

1. Session 7 Mr. Erin Vik is the Food and Beverage Manager at Hilton Omaha. Due Date for Withdrawal = 8/7 Due Date for Course Evaluations = 8/9 Turn in Outline or Brain/Idea Maps Discuss Chapters 10 – 12 Seinfeld clip – if time allows One Minute Paper #7 Assignment #7

2. Session 7 Mr. Erin C. Vik Director of Food and Beverage Hilton Omaha 1001 Cass Street Omaha, Nebraska 68102

3. Session 7 Follow up from last session http://careerlink.com/job/view/2740_001776 Best of Omaha http://bestofomaha.com 3

4. Session 7: Ch 10 Exceed Expectations with Value: Build Customer Loyalty with A+ Perceptions of Value

5. Session 7: Ch 10 What is A+ Value? Perceived value Value is individual and personalized. A customer’s sense of the quality of a product or services relative to its cost. Examples: camera and lawn mowing

6. Session 7: Ch 10Create an Enhanced Sense of Intrinsicand Associated Value Intrinsic value • Core product or service • Is it durable? • Does it do the job it is supposed to do?

7. Session 7: Ch 10Customers are Expecting More Associated (or extrinsic) value • Value that is not at the core of the product or service • Value that is associated with the service or product • Remember value is perceived that varies from customer to customer

8. Session 7: Ch 10Associated (or extrinsic) value • Packaging • Warranties or guarantees • Goodness of product fit • Memorability of product experience • Credibility • Uniqueness and shared values • Add-ons

9. Session 7: Ch 107 Ways to Enhance the Perception of Value • Build A+ Value with Packaging • Would you buy an item if it was out of the box? • Would you buy an item if its box was clearly opened? • Little things make a difference • Put new student information in MCC folder • Ex. Ordered CD and the artist signed it and gift wrapped it • Build A+ Value with Guarantees or Warranties • Consider a lifetime warrantee versus a specific time limit • Ex. Feel more confident when Tires Plus backs up product/service

10. Session 7: Ch 107 Ways to Enhance the Perception of Value • Build A+ Value w/ Goodness of Product Fit • “One-size-fits-one” – Personalization • Ex. My insurance company asks what my needs are, and we put together a combined package – plus multi-line discount • Build A+ Value with Memorable Experiences • Ex. The Columbia Restaurant makes sangria right at the table – becomes a show – customer knows it is fresh • Build A+ Value with Uniqueness and Shared Values • Ex. Vet also helps the NE Humane Society

11. Session 7: Ch 107 Ways to Enhance the Perception of Value • Build A+ Value with Credibility (Trust) • Ex. BBB member / Best of Omaha Winner http://bestofomaha.com • Build A+ Value with Add-ons • Ex. Dept store gave no-slip sticker to put on the soles of heeled shoes for free

12. Session 7: Ch 10 FinalThought Remember that it goes back to the little things that make a difference. Customer perception of value is key

13. Session 7: Ch 11 Exceed Customer Expectations with Information

14. Session 7: Ch 11 Communicate in ways that more timely, clear, interesting, or creative than customers anticipate

15. Session 7: Ch 11E-Commerce • Pizza delivery – “Pizza Tracker” – 40 seconds • Customers want prompt responses to their inquiries • Inform internal customers (company employees) to be in on communication. Keeping them informed makes them feel involved in their company. • Ex. Buying online – UPS – track items • Ex. Candidates want to track status of app.

16. Session 7: Ch 11Producing A+ Information • Information Hand-holding • Media Selection • Message Clarity • Information Accessibility • User Groups

17. Session 7: Ch 11Information Hand-holding • While e-commerce is growing, customers may not feel as comfortable with online transactions and may prefer to search for the information online and then do business in person. • Be willing to work with customers through the online transactions by keeping them informed of their status.

18. Session 7: Ch 11Media Selection • How will a business communicate information to its customers? • Manual • VHS/DVD recording • Online tutorial https://angel.mccneb.edu/default.asp • FAQs online • Face-to-face

19. Session 7: Ch 11Media Selection con’t • Communication efficiency • ratio of the costs of communicating relative to the # of people reached by the message • Communication effectiveness is achieved by: • received by the right people • understood • remembered • used

20. Session 7: Ch 11Message Clarity • How clear are a business’ messages to customers? • Phone bills or doctor bills have been cryptic • Watch out for: • Abruptness in tone • Clichés or jargon • Stock #s or abbreviations • Don’t appreciate • Not offering alternative solutions to problems • Not providing reasonable explanations

21. Session 7: Ch 11Message Clarity con’t • Customers don’t always absorb all information in one time • Repetitiveness • Multiple means of communication • Words • Graphics • Charts • Outlines • Sound • Use clear signs and labels with graphics

22. Session 7: Ch 11Create User Groups & Classes • User groups and classes allow customers to connect with one another and with the business • Examples include: • Craft workshops at Michael’s • Brix offers classes on wine selection • Internal customers may share best practices • Listservs

23. Session 7: Ch 11 Final Thought Find ways to exceed customer expectation – ways to surprise people with even better, clearer, more timely, and more interesting information. This creates customer loyalty.

24. Session 7 – Seinfeld clip

25. Exceed Customer Expectations with Convenience and Timing Session 7: Ch 12

26. Customers want products and service NOW and EASY Businesses need to be receptive to this while still providing quality work Session 7: Ch 12

27. Avoid the trap of over-promising and under-delivering Getting a job done “soon” is relative Examples: Waiting at a doctor’s office Utility company says a rep will be there between 6 hours Session 7: Ch 12

28. Let’s look at ways to produce A+ convenience Session 7: Ch 12

29. Seriously regard customer’s time and convenience Consider the use of virtual waiting techniques Make it easier for customers Offer “once and done” service Offer ancillary service Session 7: Ch 12How to Give A+ Convenience

30. Seriously regard customer’s time and convenience Consider the use of virtual waiting techniques Make it easier for customers Offer “once and done” service Offer ancillary service Session 7: Ch 12How to Give A+ Convenience

31. Session 7: Ch 12Seriously Regard Customer’s Time & Convenience • Tell them when the service will be done and beat it! • Customers don’t always know how processes work or how long they take – educate them professionally • Products put together are convenient because customers don’t have to shop for each component

32. Session 7: Ch 12Virtual Waiting Techniques NO ONE LIKES TO WAIT • Plan for peak times • Have adequate staffing • Holiday times • After work – grocery stores • Plan for slow times • Early bird special • Two Times Tuesday

33. Distract/Entertain customers who are waiting Appetizers – free bread TV Magazines WiFi Session 7: Ch 12Virtual Waiting Techniquescon’t

34. Reduce repetitive paperwork for customers Have data inputted once Simplify forms Are they all really necessary? Allow customers to fill out paperwork in advance Session 7: Ch 12Make Things Easier for Customers

35. Take responsibility for meeting needs and reducing customer inconvenience. Example: Ritz-Carlton Hotels Staff person sees to it that the customer needs are met – even if not in the department Session 7: Ch 12Create “Once and Done” Service

36. Make it a one stop shop experience Hy-Vee Pharmacy Nutritionist on staff Wine and Spirits Bank US Post Office site Dry cleaning Dining area with TV and WiFi Redbox Recycle cans and bottles - Iowa Session 7: Ch 12Offer Ancillary Services

37. Customers love businesses that exceed what they anticipate. Remember the “Little Things” make a difference Anticipate what the customers need Session 7: Ch 12Final Thought

38. Session 7 • Read Ch 13 & 14 • Assignment #7 • OMP #7