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Service Strategies. Managing the Service Strategy. Overview: Service models differentiate in compliance with the company policies. While some companies put the customers at the heart of all service process, some might prefer to target them as final consumers. Goal:

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managing the service strategy
Managing the Service Strategy

Overview:

  • Service models differentiate in compliance with the company policies. While some companies put the customers at the heart of all service process, some might prefer to target them as final consumers.

Goal:

  • The goal of this lesson is to introduce service models to learners and make them be able to compare the benefits of each.
objectives
Objectives

At the end of this lesson, learners will be able to:

  • Define common service model
  • Define guest service model
  • Explain service triangle
  • Explain guest cycle and its relationship with frequency
the common service model

General Manager

Exec. Committee

Middle Management

Front-line Employees

Customer

The Common Service Model
guest service model

GUESTS

Front-line Employees

Middle Management

Exec. Committee

General Manager

Guest Service Model
the service triangle
The Service Triangle

The Service Strategy

Guest

How well these factors integrate will determine the guest experience of the organization

People

Service Systems

the service strategy
The Service Strategy
  • Management must construct a service strategy statement
    • A formal recognition by management to deliver products and services desired by their guests
    • Identify what the guest want
      • Market research
      • Customer comments
      • Employee interaction
  • Involvement of employees in the planning process is crucial
guest cycle
Guest Cycle

Reservations

Arrival

Check-out

“Moments of Truth”

Roaming guests incurs charges

Verify Accounts

Post guest charges

frequency of complaints and compliments
Frequency of Complaints and Compliments
  • Dissatisfiers
    • Complaint of poor performance
  • Satisfiers
    • Unusually good performance will elicit compliments
  • Critical variables
    • Capable of eliciting both positive and negative comments
  • Neutrals
    • Factors that are not salient to guest
satisfied customers want
Satisfied Customers Want

Care and concern from service providers

  • Spontaneity
    • People who are authorized to think
  • Problem solving
    • People who can work out intricacies of problems
  • Recovery
    • Will anybody make a special effort to set a problem right?
training
Training
  • Product view of service
      • Emphasizes service as a task
      • Control
        • Employee behavior
        • Cost of transaction/process
        • Objective and measurable standards
training12
Training
  • Process view of service
      • Emphasizes interaction with guest
      • Empowers employees
        • Satisfy guest’s needs
        • Solve guest problems
the experienced hotel
The Experienced Hotel
  • Hotel services are a commodity if:
    • If not distinguishable from the competition
    • Sales are based on price
a commodity v experience
A Commodity v. Experience
  • Gum ball dispenser
  • Computer service call
  • Buying a toy
  • Hotel services

What are ideas that you do in your

hotel that could be enhanced from a

commodity service to an “Experience?”