Be Our Guest Training Back To Basics 101 GEM Training Module

GEM Training Module Be Our Guest Training Back To Basics 101 Developed For: Version 3.11 Holiday Inn Rochester

GEM Training Module Who Pays Our Wages Our Guests

GEM Training Module Why Are We Here

GEM Training Module The Game Has Changed Immerse & Engage Your Guests, Your Staff, Yourself We Have Never Seen Challenges Like This In The Hospitality Field We Have Never Seen Opportunities Like This In The Hospitality Field

GEM Training Module Of Course It Is Easy For Disney

GEM Training Module BE OUR GUEST Dummies FOR Learn The Importance Of: Quality Service Cycle Casting Setting Process Unique Service Theme & Critical Service Standards Practical Magic & The Wow Factor Making Guests Happier Every Day! Do You Think I will Enjoy My Stay Here?

GEM Training Module BE OUR GUEST Dummies FOR Learn The Importance Of: Quality Service Cycle Casting Setting Process Unique Service Theme & Critical Service Standards Practical Magic & The Wow Factor Making Guests Happier Every Day! Do You Think I will Enjoy My Stay Here? What was the “purpose” of reading the book? Can an aging hotel property achieve high levels of guest satisfaction?

GEM Training Module Practical Magic Succeeds where a strong foundation of Setting, Cast & Process exists and consistently delivers a unique service theme and Critical Standards Guests are won or lost on the art of “Practical Magic” Any company can succeed by adopting a “Be Our Guest” driven philosophy. BE OUR GUEST Dummies FOR Learn The Importance Of: Quality Service Cycle Casting Setting Process Unique Service Theme & Critical Service Standards Practical Magic & The Wow Factor Making Guests Happier Every Day! Do You Think I will Enjoy My Stay Here?

GEM Training Module Agenda / Topics Reset The Compass Practical Magic Service Success Pyramid Moving Forward Successfully

GEM Training Module Agenda / Topics Reset The Compass Practical Magic Service Success Pyramid Moving Forward Successfully

GEM Training Module Where We Are Where We’ve Been Where Were Going

GEM Training Module The Value Of A Guest Benefits of a Guest Costs of a Guest $$ Spent Life of a guest Additional Potential Word of Mouth Who They Work For Who They Know Who They Socialize With Direct $$ Spent Fixed Costs Labor Cleaning and Amenities Cost To Market A Guest Every Guest Through The Door Has The Potential To Generate Thousands Of $$ In Business

GEM Training Module Why are we in this business? What Do You Think Our Customers See?

GEM Training Module Our True North

GEM Training Module Always remember, the Magic begins with you Be It - You must “buy in” to the vision and goals. Live It – You must live the vision/goals every day. Coach It - You must coach each other when needed.

GEM Training Module Teachable Moments Best Practices – Never pass up on a chance to immediately “coach” through a challenge or opportunity. Never delay “coaching” for a more appropriate time. Average is not acceptable. Why accept average from our staff?

GEM Training Module Becoming A Guestologist Knowing and Understanding Our Guests Who they are What they want What they are saying about us

GEM Training Module More Now Than Ever We Live In An Experienced Based Economy We are all actors on a stage. Goods and Services are simply props to engage customers. Our guests want memorable (not forgettable) experiences. This Not This

GEM Training Module What if 99% Was Good Enough Every page of the phone directory would contain at least 4 wrong numbers 2 Million documents would be lost by the IRS this year 22,000 checks would be deducted from the wrong bank account every minute 107 Incorrect medical procedures performed each day 4 planes landing daily at O’Hare International will be unsafe Every home would be without utilities 15 minutes of every day 12 newborns would be given to the wrong parents every day 3 Million people would die from food poisoning each year 34 Million prescriptions would be given to the wrong person each year The Final 1% Matters

GEM Training Module Bumping The Lamp After creating our “service theme” Establishing and implementing the methods through our “service culture” it is the steps taken to constantly look for weaknesses, deficiencies, and anything that is less our best, less than 100%

GEM Training Module Agenda / Topics Reset The Compass Practical Magic Service Success Pyramid Moving Forward Successfully

GEM Training Module Quality Service Cycle Unique Service Theme Critical Service Standards Practical Magic & Wow Factor Cast / Setting / Process #1 Service Success Pyramid

GEM Training Module Name some companies or brands that you admire. Why do you admire them? BE OUR GUEST Dummies FOR Learn The Importance Of: Quality Service Cycle Casting Setting Process Unique Service Theme & Critical Service Standards Practical Magic & The Wow Factor Making Guests Happier Every Day! Do You Think I will Enjoy My Stay Here? Why Is It Important

GEM Training Module Practical Magic Dummies FOR Meeting Guests Expectations takes practical magic Exceeding Guests Expectations comes from the wow factor Practical Magic Is Based On Setting, Casting & Process Making Guests Happier Every Day! New York does not = Rude & Smelly What is Practical Magic? Creating and successfully executing repeatable steps and tasks that produce positive guest experiences. It is the front of house, back of house and everything in between working together to provide seamless experiences that exceeds every guest’s expectations, every time

GEM Training Module What is The Wow Factor? Looking through our guest’s eyes and ENTIRE analyzing the ENTIRE experience to determine how we can exceed expectations every day What are some “Wows” That You Have Experienced

GEM Training Module Creating & Delivering The WOW Factor What is the Wow Factor ? Tangible and Intangible Who defines what “Wows” to provide? Our Guests, Our Staff, Our Competition, US How Much Does The Wow Factor Cost? Little $$ but constant demands on us How elaborate do the “Wows” have to be? You will be amazed at how simple it can be

GEM Training Module The ability to deliver the WOW Factor through practical magic is completely dependent upon having…… A Unique Service Theme & Service Culture Service Theme = A simple statement when shared among all employees becomes the driving force of service Service Culture = How are we going to deliver our service theme. The behaviors, mannerisms, terms and values taught to new staff members.

GEM Training Module Agenda / Topics Reset The Compass Practical Magic Service Success Pyramid Moving Forward Successfully

GEM Training Module The Foundation Our Quality Service Cycle Quality Service Cycle Unique Service Theme Critical Service Standards Practical Magic & Wow Factor Cast / Setting / Process #1 Importance of Cast Importance of Setting Importance of Process

GEM Training Module Service Success Pyramid Quality Service Cycle Unique Service Theme Critical Service Standards Practical Magic & Wow Factor Cast / Setting / Process #1 BE OUR GUEST Dummies FOR Learn The Importance Of: Quality Service Cycle Casting Setting Process Unique Service Theme & Critical Service Standards Practical Magic & The Wow Factor Making Guests Happier Every Day! Do You Think I will Enjoy My Stay Here?

GEM Training Module The Foundation Our Quality Service Cycle Importance of Cast Our staff is our most important resource. Setting and Process will not work without a great cast. Orientation and Teachable Moments Positional training As we look to our staff to service our guests, our staff looks to us to service them. “You can dream, create, design and build the most wonderful place in the world..but it requires people to make the dream a reality “ - Walt Disney Magic of Casting Dummies FOR Our Staff is our most important resource We are all actors on a stage You are always on stage Reduce Turnover Thorough Orientation Teachable Moments Reward and appreciate Don’t accept less than 100% Making Guests Happier Every Day! New York does not = Rude & Smelly

GEM Training Module Magic of Cast Quality Service Cues Make a memorable first impression – First impressions are lasting ones. Send the right message to new and prospective employees. Communicate the heart and soul of the organization first – Your heritage, values, service theme and service standards are more important than the paperwork associated with new hires. Speak a service language; wear a service wardrobe – How you look and speak communicate an image in your staff and customer’s mind. Build a performance culture – Performance cultures are sets of location-specific behaviors, mannerisms, terms and values that direct and enhance an employee’s role in our hotel.

GEM Training Module The Foundation Our Quality Service Cycle Importance of Setting EVERYTHING SPEAKS Setting Delivers Service Guiding The Guest Experience Using The 5 Senses – ESP Onstage and Offstage Maintaining the Setting Everything Speaks – setting includes the environment, the objects located within and the procedures for maintaining the environment. Magic of Setting Dummies FOR Everything Speaks – All The Time Setting is everything Curb Appeal Public Spaces Bedrooms Bathrooms Restaurant Settings Include Smells Sounds, Temperatures Making Guests Happier Every Day! Will there be a chalk outline in my room?

GEM Training Module Magic of Setting Quality Service Cues Define your setting – Setting is the environment in which service is delivered to customers, all of the objects within that environment, and the procedures used to enhance and maintain. Every Thing Speaks - Our staff, our building our cleanliness, our food……everything speaks to our guests and speaks all the time. Speak a service language; wear a service wardrobe – How you look and speak communicate an image in your staff and customer’s mind. Build a performance culture – Performance cultures are sets of location-specific behaviors, mannerisms, terms and values that direct and enhance an employee’s role in our hotel.

GEM Training Module The Foundation Our Quality Service Cycle Quality Service Cycle Unique Service Theme Critical Service Standards Practical Magic & Wow Factor Cast / Setting / Process #1 Importance of Process Processes are the policies, tasks and procedures used to deliver service. Analyze Combustion Points – Listen and study guests to identify potential combustion points Create processes for guests who need service attention. When you successfully combine cast, setting and processes through integration you have started the quality service cycle.

GEM Training Module Magic of Process Dummies FOR Creating Delivery Systems The Ensure Consistency Processes should be modified Our MOD program is a way to verify that processes are being followed and working Making Guests Happier Every Day! Why does every stay here feel different Documented Orientation Program Documented Position Specific Training Documented Refresher Programs Documented CIM Program Documented Emergency Drills OSAT Scores / Heartbeat Program Mod Program Room Inspections Staff Meetings Kitchen Logs Inventories Schedules

GEM Training Module Service Success Pyramid Quality Service Cycle Unique Service Theme Critical Service Standards Practical Magic & Wow Factor Cast / Setting / Process #1 BE OUR GUEST Dummies FOR Learn The Importance Of: Quality Service Cycle Casting Setting Process Unique Service Theme & Critical Service Standards Practical Magic & The Wow Factor Making Guests Happier Every Day! Do You Think I will Enjoy My Stay Here?

GEM Training Module The ability to deliver the WOW Factor through practical magic is completely dependent upon having…… A Unique Service Theme & Service Culture Service Theme = A simple statement when shared among all employees becomes the driving force of service Service Culture = How are we going to deliver our service theme. The behaviors, mannerisms, terms and values taught to new staff members.

GEM Training Module Defining Our Service Theme Quality Service Cycle Unique Service Theme Critical Service Standards Practical Magic & Wow Factor Cast / Setting / Process #1 Possible Key Words Personalized Comfort Consistency Immerse Engage

GEM Training Module Defining Our Critical Standards Quality Service Cycle Unique Service Theme Critical Service Standards Practical Magic & Wow Factor Cast / Setting / Process #1 What are our critical service standards?

GEM Training Module Agenda / Topics Reset The Compass Practical Magic Service Success Pyramid Moving Forward Successfully

GEM Training Module Practical Magic Dummies FOR Meeting Guests Expectations takes practical magic Exceeding Guests Expectations comes from the wow factor Practical Magic Is Based Making Guests Happier Every Day! New York does not = Rude & Smelly Magic of Casting Dummies FOR Our Staff is our most important resource We are all actors on a stage You are always on stage Reduce Turnover Thorough Orientation Teachable Moments Reward and appreciate Don’t accept less than 100% Making Guests Happier Every Day! New York does not = Rude & Smelly Magic of Process Dummies FOR Creating Delivery Systems The Ensure Consistency Processes should be modified Our MOD program is a way to verify that processes are being followed and working Making Guests Happier Every Day! Why does every stay here feel different Magic of Setting Dummies FOR Everything Speaks – All The Time Setting is everything Curb Appeal Public Spaces Bedrooms Bathrooms Restaurant Settings Include Smells Sounds, Temperatures Making Guests Happier Every Day! Will there be a chalk outline in my room? Critical Standards Dummies FOR Meeting Guests Expectations takes practical magic Exceeding Guests Expectations comes from the wow factor Practical Magic Is Based Making Guests Happier Every Day! New York does not = Rude & Smelly

GEM Training Module Team Project Become Expert “Guestologists” – Know who your guests are, what they want and what they are saying. Never stop listening to your guests…..they are telling us how we are doing daily. Utilize a unique “Service Theme”– Develop a “service theme” that will define our hotel. The service theme will establish our purpose and communicates a message internally that is used to create the desired external brand. Define Our Critical Service Standards – Service standards are the criteria by which Quality Service is judged and measured. Recognize the Primary Delivery Systems”– Delivery systems are the methods by which Quality Service is implemented. Organizations have three major deliver systems: Cast, Setting, Process. How To Improve Casting How to Improve Setting How To Improve Processes Cast: Orientation, Interviewing, Coaching, Incentives Setting : Curb Appeal, Maintenance, Multiple Sets of Eyes Daily, ESP Processes: Document Everything, Guest Communications,

GEM Training Module Team Project New Orientation Program All Staff Will Go Through “Refresher” Program Personalize Staff Experiences Immerse and Engage CIM Team New “Wows” implemented quarterly Personalized Experiences Immerse and Engage Improving The Setting Quality Assurance Program – Rocap+ ARM Provide Incentives For Those Who Look Through “Guest Eyes” Community Service Efforts

GEM Training Module Key Points The Hospitality Industry Has Changed Our Opportunities Could Never Be Better The Past Is Behind Us. Period. Create A Unique Service Philosophy Set Critical Standards To Your Philosophy Implement The Quality Service Cycle Our Future Is Based On The Attention WE Give To: Cast Setting Process Everything Speaks – We are all actors on a stage

GEM Training Module Magic of Service Quality Service Cues Become Expert “Guestologists” – Know who your guests are, what they want and what they are saying. Never stop listening to your guests…..they are telling us how we are doing daily. Utilize a unique “Service Theme”– Develop a “service theme” that will define our hotel. The service theme will establish our purpose and communicates a message internally that is used to create the desired external brand. Define Our Critical Service Standards – Service standards are the criteria by which Quality Service is judged and measured. Recognize the Primary Delivery Systems”– Delivery systems are the methods by which Quality Service is implemented. Organizations have three major deliver systems: Cast, Setting, Process.

GEM Training Module Steps For Culture Building Keep It Simple – Everyone must feel comfortable with the culture. Leave room for individuality and personality. Make it global – Everyone at the hotel, including the management must be it, live it, and coach it. Make it measurable – Create specific guidelines and make them a part of the performance assessment process. Provide Training and Coaching – Incorporate the elements of the culture into employee training and ongoing performance coaching. Teachable Moments. Solicit feedback and ideas from the team – Foster a sense of ownership and expand the pool of creative input by allowing all staff to contribute. Recognize and reward performance – Build employee motivation through formal and informal reward and recognition programs.

GEM Training Module Magic of Cast Quality Service Cues Make a memorable first impression – First impressions are lasting ones. Send the right message to new and prospective employees. Communicate the heart and soul of the organization first – Your heritage, values, service theme and service standards are more important than the paperwork associated with new hires. Speak a service language; wear a service wardrobe – How you look and speak communicate an image in your staff and customer’s mind. Build a performance culture – Performance cultures are sets of location-specific behaviors, mannerisms, terms and values that direct and enhance an employee’s role in our hotel.

GEM Training Module Magic of Setting Quality Service Cues Define your setting – Setting is the environment in which service is delivered to customers, all of the objects within that environment, and the procedures used to enhance and maintain. Every Thing Speaks - Our staff, our building our cleanliness, our food……everything speaks to our guests and speaks all the time. Speak a service language; wear a service wardrobe – How you look and speak communicate an image in your staff and customer’s mind. Build a performance culture – Performance cultures are sets of location-specific behaviors, mannerisms, terms and values that direct and enhance an employee’s role in our hotel.

GEM Training Module Service Success Pyramid Quality Service Cycle Unique Service Theme Critical Service Standards Practical Magic & Wow Factor Cast / Setting / Process #1 BE OUR GUEST Dummies FOR Learn The Importance Of: Quality Service Cycle Casting Setting Process Unique Service Theme & Critical Service Standards Practical Magic & The Wow Factor Making Guests Happier Every Day! Do You Think I will Enjoy My Stay Here?

Guest Experience 101 Richard Coleman, CHA Senior Vice President American Resort Management Back To Old School