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Managing the Service Strategy

Managing the Service Strategy. The Common Service Model. General Manager. Exec. Committee. Middle Management. Front-line Employees. Customer. Guest Service Model. GUESTS. Front-line Employees. Middle Management. Exec. Committee. General Manager. The Service Triangle.

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Managing the Service Strategy

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  1. Managing the Service Strategy

  2. The Common Service Model General Manager Exec. Committee Middle Management Front-line Employees Customer

  3. Guest Service Model GUESTS Front-line Employees Middle Management Exec. Committee General Manager

  4. The Service Triangle The Service Strategy Guest How well these factors integrate will determine the guest experience of the organization Service Systems People

  5. 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

  6. Guest Cycle Reservations Arrival Check-out “Moments of Truth” Roaming guests incurs charges Verify Accounts Post guest charges

  7. 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

  8. 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?

  9. Training • Product view of service • Emphasizes service as a task • Control • Employee behavior • Cost of transaction/process • Objective and measurable standards

  10. Training • Process view of service • Emphasizes interaction with guest • Empowers employees • Satisfy guest’s needs • Solve guest problems

  11. The Experienced Hotel • Hotel services are a commodity if: • If not distinguishable from the competition • Sales are based on price

  12. Economic Distinctions

  13. A Commodity v. Experience • Gum ball dispenser • Computer service call • Buying a toy • Restaurant What are ideas that Hotels and restaurants can do that would enhance a commodity service to an “Experience”?

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