This question caught my attention as I was enjoying Michael Connelly’s The Lincoln Lawyer where his protagonist, Mickey Haller, considers the state of the law and his role as a defense lawyer. “There was nothing about the law that I cherished anymore. The law school notions about the virtue of the adversarial system, of the system’s checks and balances, of the search for truth, had long been eroded…The law was not about truth. It was about negotiation, amelioration, manipulation.”
When most of us started in the Hospitality business we had that early drive to be simply the best. We did cherish that role and notion to provide superb service, comfort, safety and nourishment for our Guest. The business has changed, as have we. We are more hardened, wary but hopefully not too cynical.
We need to be continually aware and careful of that slide into the abyss of homogenized product, service and facility. Consider how decisions are made. If your finance folks are driving those, you have lost your “touch”. If you are stuck behind your desk and do not personally engage your Guest, you have lost your “touch”. If your employees do not know your Brand standards, you have lost your “touch” (as well as your message).
Sometimes, we are just too close, and need to be more attentive to those trees in our forest. There are many tools out there to give you insight and answers. The exercise always begins with communication. Are there standards and protocols in place, are they understood and practiced? What are your Guests telling you about their experience, do you have means to listen, learn and respond? This is not rocket science.
Our world is still uncertain, but by all indications, the Hospitality business is moving right along. We have been tested and hopefully have learned more about our craft. Also, we are swiftly being judged with how we deliver, and, due to this connectivity, you cannot stand still or simply choose to react rather than lead the chorus. Stay in “touch” !
John Hendrie is the author of the LRA blog 'A Guy Walks In'. LRA is a leading research and consulting company in the emerging discipline of Customer Experience Management (CEM). We work with our clients to help them design and deliver consistently exceptional customer experiences in order to drive customer satisfaction, loyalty and advocacy, and company growth and profitability. We have built a range of quality assurance, mystery shopping, research, training and consulting solutions to help them do so.
Today, we are a growing company operating in more than 120 countries throughout the world, servicing our clients from offices and resources in the Americas, EMEA and Asia Pacific regions and helping clients such as Starwood Hotels & Resorts Worldwide, the National Football League, Avis Budget Group, Madison Square Garden, the Cosmopolitan of Las Vegas and Mandarin Oriental Hotel Group deliver exceptional customer experiences. Every touch. Every time. For more information, visit www.LRAworldwide.com.
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