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

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Presentation transcript:

Managing the Service Strategy

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

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

The Service Triangle Guest The Service Strategy Service SystemsPeople How well these factors integrate will determine the guest experience of the organization

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

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 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  Product view of service  Emphasizes service as a task  Control Employee behavior Cost of transaction/process Objective and measurable standards

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

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

Economic Distinctions Economic Offering CommodityGoodsServicesExperience FunctionExtractMakeDeliverStage AttributeNaturalStandardIntangibleMemorable SupplyBulkInventoriedDelivered on demand Revealed over duration Seller/ Buyer Trader/ Market Manufact/ User Provider/ Client Stager/ Guest Factors of Demand CharacteristicFeaturesBenefitsSensations

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

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