Hotel Industry Forums

Generally I agreed with your topic and facts.
Especially executive comittee member should survey indirectly involve with staying guest, long stay guest, company guest, travel agent's guest and free individual traveler guest..
Mainly you mentioned that Building Your Brand Starts With Your Guests. It is absolutely I agreed on that.
a. a brand as "The intangible sum of a product (or service's) attributes: its name, packaging, and price, its history, its reputation, and the way it is advertised". Put simply, a brand is a promise. A promise to deliver a product, a service or an experience. The brand is represented in a huge number of ways - from our logo and tagline, from newspaper ads to corporate websites, from the dcor of our building to the smile on our receptionist's face as s/he greets to the guest. To ensure branding success we need to take all of these things into consideration and get them working together to present a consistent and relevant message.
b. A brand is the result of positive feedback and behavior reflesh.
c. Many customer-facing employees do not have a brand service lens to evaluate their service beyond good or bad generic service. They do not know the unique components of their brand, the brands DNA. This is probably why so many service representatives are convinced they normally deliver good customer service. Viewed through a generic service lens, service was good if it was speedy, polite, and perhaps friendly. However, these qualities do not necessarily deliver a specific brand experience.
d. Nowadays, dynamic employment market, attracting and retaining talent is a strategic, priority for any business. We described it, employers are engaged in the war for talent. In this ultra-competitive recruiting environment, many successful businesses have begun to actively explore ways in which their brand can play a role in winning the competition for talent.
e. This doesnt just mean the employee simply understands and the products and services your business offers, although thats important, too. The employee must understand and internalize the essence of what our business is about how that essence authentically applies to the products and services and experiences our business offers, and how the customer brand articulates this essence.
f. Because integrated branding starts a thought process that encourages increasing differentiation over time, people also get in the habit of thinking long-term. And long-term thinking provides companies with sustainable, rather than fleeting, advantage. When employees start to think about everything they do from a how can I act using our brand principle to continuously set us apart in the market?
g. Integrated branding results in brand tools that inject energy, direction and focus into an organization. The tools focus strategy on what is important to the customer experience, rather than on activities that are less relevant to the people who matter: those that give our company money.
h. Keep everyone interested and engaged
It is estimated that up to 75 percent of organizational change processes fail because of people issues. Designing a change process to brand customer service is a relatively contained process. Implementing it is long-term and ongoing. We have learned that keeping everyone interested and engaged over the long haul is at the heart of the issue to avoid failure.

Thank you for your good advices.

With kind regards,

Honey Thazin Aung
Director of Human Resources
Dusit Inya Lake Resort, 37 Kaba Aye Pagoda Road,Yangon, Myanmar
Phone +95 (1) 662866| Fax +95 (1) 665537| E-mail honey.ta@dusit.com|
www.dusit.com or www.globalhotelalliance.com

2008-01-01 Honey Thazin Aung