1. 1 Session 7 Mr. Erin Vik is the Food and Beverage Manager at Hilton Omaha. Due Date for Withdrawal = 8/7 Due Date for Course Evaluations = 8/9 Turn in Outline or Brain/Idea Maps Discuss Chapters 10 – 12 Seinfeld clip – if time allows One Minute Paper #7 Assignment #7

2. Session 7 Mr. Erin C. Vik Director of Food and Beverage Hilton Omaha 1001 Cass Street Omaha, Nebraska 68102

3. 3 Session 7 Follow up from last session http://careerlink.com/job/view/2740_001776 http://careerlink.com/job/view/2740_001776 Best of Omaha http://bestofomaha.com

4. 4 Session 7: Ch 10 Exceed Expectations with Value: Build Customer Loyalty with A+ Perceptions of Value

5. 5 Session 7: Ch 10 What is A+ Value? Perceived value Value is individual and personalized. A customer’s sense of the quality of a product or services relative to its cost. Examples: camera and lawn mowing

6. 6 Session 7: Ch 10 Create an Enhanced Sense of Intrinsic and Associated Value Intrinsic value Core product or service Is it durable? Does it do the job it is supposed to do?

7. 7 Session 7: Ch 10 Customers are Expecting More Associated (or extrinsic) value Value that is not at the core of the product or service Value that is associated with the service or product Remember value is perceived that varies from customer to customer

8. 8 Session 7: Ch 10 Associated (or extrinsic) value Packaging Warranties or guarantees Goodness of product fit Memorability of product experience Credibility Uniqueness and shared values Add-ons

9. 9 Session 7: Ch 10 7 Ways to Enhance the Perception of Value 1. Build A+ Value with Packaging Would you buy an item if it was out of the box? Would you buy an item if its box was clearly opened? Little things make a difference Put new student information in MCC folder Ex. Ordered CD and the artist signed it and gift wrapped it 2. Build A+ Value with Guarantees or Warranties Consider a lifetime warrantee versus a specific time limit Ex. Feel more confident when Tires Plus backs up product/service

10. 10 Session 7: Ch 10 7 Ways to Enhance the Perception of Value 3. Build A+ Value w/ Goodness of Product Fit “One-size-fits-one” – Personalization Ex. My insurance company asks what my needs are, and we put together a combined package – plus multi- line discount 4. Build A+ Value with Memorable Experiences Ex. The Columbia Restaurant makes sangria right at the table – becomes a show – customer knows it is fresh 5. Build A+ Value with Uniqueness and Shared Values Ex. Vet also helps the NE Humane Society

11. 11 Session 7: Ch 10 7 Ways to Enhance the Perception of Value 6. Build A+ Value with Credibility (Trust) Ex. BBB member / Best of Omaha Winner http://bestofomaha.com 7. Build A+ Value with Add-ons Ex. Dept store gave no-slip sticker to put on the soles of heeled shoes for free

12. 12 Session 7: Ch 10 Final Thought Remember that it goes back to the little things that make a difference. Customer perception of value is key

13. 13 Exceed Customer Expectations with Information Session 7: Ch 11

14. 14 Session 7: Ch 11 Communicate in ways that more timely, clear, interesting, or creative than customers anticipate

15. 15 Session 7: Ch 11 E-Commerce Pizza delivery – “Pizza Tracker” – 40 seconds Customers want prompt responses to their inquiries Inform internal customers (company employees) to be in on communication. Keeping them informed makes them feel involved in their company. Ex. Buying online – UPS – track items Ex. Candidates want to track status of app.

16. 16 Session 7: Ch 11 Producing A+ Information Information Hand-holding Media Selection Message Clarity Information Accessibility User Groups

17. 17 Session 7: Ch 11 Information Hand-holding While e-commerce is growing, customers may not feel as comfortable with online transactions and may prefer to search for the information online and then do business in person. Be willing to work with customers through the online transactions by keeping them informed of their status.

18. 18 Session 7: Ch 11 Media Selection How will a business communicate information to its customers? Manual VHS/DVD recording Online tutorial https://angel.mccneb.edu/default.asp https://angel.mccneb.edu/default.asp FAQs online Face-to-face

19. 19 Session 7: Ch 11 Media Selection con’t Communication efficiency ratio of the costs of communicating relative to the # of people reached by the message Communication effectiveness is achieved by: received by the right people understood remembered used

20. 20 Session 7: Ch 11 Message Clarity How clear are a business’ messages to customers? Phone bills or doctor bills have been cryptic Watch out for: Abruptness in tone Clichés or jargon Stock #s or abbreviations Don’t appreciate Not offering alternative solutions to problems Not providing reasonable explanations

21. 21 Session 7: Ch 11 Message Clarity con’t Customers don’t always absorb all information in one time Repetitiveness Multiple means of communication Words Graphics Charts Outlines Sound Use clear signs and labels with graphics

22. 22 Session 7: Ch 11 Create User Groups & Classes User groups and classes allow customers to connect with one another and with the business Examples include: Craft workshops at Michael’s Brix offers classes on wine selection Internal customers may share best practices Listservs

23. 23 Session 7: Ch 11 Final Thought Find ways to exceed customer expectation – ways to surprise people with even better, clearer, more timely, and more interesting information. This creates customer loyalty.

24. Session 7 – Seinfeld clip 24

25. 25 Exceed Customer Expectations with Convenience and Timing Session 7: Ch 12

26. 26 Customers want products and service NOW and EASY Businesses need to be receptive to this while still providing quality work Session 7: Ch 12

27. 27 Avoid the trap of over-promising and under-delivering Getting a job done “soon” is relative Examples: Waiting at a doctor’s office Waiting at a doctor’s office Utility company says a rep will be there between 6 hours Utility company says a rep will be there between 6 hours Session 7: Ch 12

28. 28 Let’s look at ways to produce A+ convenience Session 7: Ch 12

29. 29 1. Seriously regard customer’s time and convenience 2. Consider the use of virtual waiting techniques 3. Make it easier for customers 4. Offer “once and done” service 5. Offer ancillary service Session 7: Ch 12 How to Give A+ Convenience

30. 30 1. Seriously regard customer’s time and convenience 2. Consider the use of virtual waiting techniques 3. Make it easier for customers 4. Offer “once and done” service 5. Offer ancillary service Session 7: Ch 12 How to Give A+ Convenience

31. 31 1. Tell them when the service will be done and beat it! 2. Customers don’t always know how processes work or how long they take – educate them professionally 3. Products put together are convenient because customers don’t have to shop for each component Seriously Regard Customer’s Time & Convenience Session 7: Ch 12 Seriously Regard Customer’s Time & Convenience

32. 32 NO ONE LIKES TO WAIT 1. Plan for peak times Have adequate staffing Have adequate staffing Holiday times Holiday times After work – grocery stores After work – grocery stores 2. Plan for slow times Early bird special Early bird special Two Times Tuesday Two Times Tuesday Virtual Waiting Techniques Session 7: Ch 12 Virtual Waiting Techniques

33. 33 3. Distract/Entertain customers who are waiting Appetizers – free bread Appetizers – free bread TV TV Magazines Magazines WiFi WiFi Virtual Waiting Techniques con’t Session 7: Ch 12 Virtual Waiting Techniques con’t

34. 34 Reduce repetitive paperwork for customers Reduce repetitive paperwork for customers Have data inputted once Have data inputted once Simplify forms Simplify forms Are they all really necessary? Are they all really necessary? Allow customers to fill out paperwork in advance Allow customers to fill out paperwork in advance Make Things Easier for Customers Session 7: Ch 12 Make Things Easier for Customers

35. 35 Take responsibility for meeting needs and reducing customer inconvenience. Take responsibility for meeting needs and reducing customer inconvenience. Example: Ritz-Carlton Hotels Example: Ritz-Carlton Hotels Staff person sees to it that the customer needs are met – even if not in the department Staff person sees to it that the customer needs are met – even if not in the department Create “Once and Done” Service Session 7: Ch 12 Create “Once and Done” Service

36. 36 Make it a one stop shop experience Make it a one stop shop experience Hy-Vee Hy-Vee Pharmacy Pharmacy Nutritionist on staff Nutritionist on staff Wine and Spirits Wine and Spirits Bank Bank US Post Office site US Post Office site Dry cleaning Dry cleaning Dining area with TV and WiFi Dining area with TV and WiFi Redbox Redbox Recycle cans and bottles - Iowa Recycle cans and bottles - Iowa Offer Ancillary Services Session 7: Ch 12 Offer Ancillary Services

37. 37 Customers love businesses that exceed what they anticipate. Customers love businesses that exceed what they anticipate. Remember the “Little Things” make a difference Remember the “Little Things” make a difference Anticipate what the customers need Anticipate what the customers need Final Thought Session 7: Ch 12 Final Thought

38. Session 7 Read Ch 13 & 14 Assignment #7 OMP #7