Recognize the quotation? I bet at least once a week, depending upon the source and the story, we utter something similar.
Recognize the quotation? I bet at least once a week, depending upon the source and the story, we utter something similar. Our world is complex, challenging, compelling and chaotic. We have room for improvement and certainly innovation. Hospitality, in the larger realm of Retail, serves many masters. We are ascending from economic distress, doing more with less, resources stretched, staff exhausted and demoralized – whoops, falling into that easy expression. With focus, some daring and commitment, we can do better. How do you stand out (and prosper), for that “Brandscape” is complex and crowded.
That is the challenge, isn’t it – what makes you Different, how do you Market that differentiation and how do you Evaluate your Success?
Difference: It starts with your story, your passion and how you elect to narrate that. Your audience is tired of fluff, falsehoods and chicanery. The mood has changed and they are very savvy – treat them to value, honesty and authenticity. Good QA and Mystery Shop programs establish standards and drive your performance and excellence.
Marketing: The communication options are plentiful, and each audience has its favorites: text messaging, e-mails, traditional print, news feeds, etc. Of course, the best is still word of mouth. Do your research and create the “buzz”.
Evaluation: Your Guests and Customers are the scorecard. They have opinions, memories and dreams (all Feedback) – listen, learn and fold them into your family. Tap into their energy and interest through automated surveys; they are wired, so use their channels. Your Fans want you to succeed. Their response (and, return business) is the only measurement that counts.
The Guest Experience is the Basket we can design and fill it aplenty, delivered with flourish and certainty.
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