Chapter 12 Review How can you measure the impact of ServicePrusOne over time?

How to measure the impact of S +1 How to measure the impact of S +1 Defining the results you want to achieve Defining the results you want to achieve To take action to achieve the results you want To take action to achieve the results you want Considering how you will measure progress Considering how you will measure progress Measuring progress at defined intervals Measuring progress at defined intervals To analyze the results and make improvements To analyze the results and make improvements Objects

Review – How can you measure the impact of SERVICEPLUSONE over time?

 Developing a comprehensive customer feedback system takes time and depending upon what you have in place already, you should start with a basic, used-friendly approach and build from there.  Our continuous improvement model can again be helpful here as you seek to determine the effectiveness of your efforts in achieving S Measure the impact of S +1

2. Define the results you want to achieve Consequently, you need to measure results in two areas. 1.Are you consistently meeting customer expectations? In other words, have you achieved level S? 2.2. Are you exceeding your customers’ expectations? In other words, have you achieved level S+1?

 It is clear that unless you apply the principles of S+1 as highlighted, you will not see any resulting improvement in customer satisfaction levels.  changing customer perceptions takes time, so the sooner you begin to address the concepts covered the better. 3. Take action to achieve the results you want

1) Have you achieved level S? (1) Self-assessment The benefit of this approach is that it involves employees in defining their levels of ownership for what they do, or don’t do. (2) External assessment To achieve this, you should consider introducing some form of mystery guest mechanism to your hotel if you don’t already have one in place. 4. Consider how you will measure progress

2) Have you achieved level S+1? you will need to consider a range of tools to get feedback from your customers comment cards customer surveys – online focus groups face-to-face or telephone interviews one way of ensuring this consistency of approach is to ask questions in all survey methods based on criteria relating to the four Ps –Physical, Products, People and Procedures.

3) Do you have the necessary systems in place? whatever approaches you adopt for measuring customer feedback, you will naturally need to ensure that you have the necessary systems in place to support the implementation of your ideas and bridge any existing gaps.

1) Mystery guest visits you should seek to hold mystery guest visits as often as possible because a one-off or infrequent snapshot of the experience web is of little value, it is the overall pattern of consistency which emerges overtime that is of interest to you and ideally you should look at conducting these visits monthly, or at a minimum quarterly. 5. Measure progress at defined intervals

2) Customer satisfaction surveys customer satisfaction surveys should be ongoing so that you have a continuous flow of feedback to work with. Customers should be encouraged to complete comments cards, so you will need employee support here. If you develop an online survey for accommodation users, this should be sent to each customer immediately after their visit, having attained their permission to do so first. Every conference or event should receive a follow-up call, or online survey shortly after their event.

The various quality assessment and feedback mechanisms are only of value if you do something with the information you receive, so you must take action to make improvements based on what you learn. Where possible, it is also helpful to benchmark your results against other comparable hotels because this gives you a stronger indication as to how you are performing against your peers. 6. Analyze the results and make improvements