service quality and service ideas

8/7/2019 service quality and service ideas

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+Service Quality & Service Ideas

Seminar 3:

Service Quality &Service Ideas

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Block I:Avoid disappointment of gueststhrough fullfilment of basic qualities


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Introductory PresentationAbout the easiness of losingguests


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Reasons for the loss of guests+Service Quality & Service Ideas

1 % because of death

3 % because of move

5 % because of change of habits

9 % because of wrong price policy

14 % because of lack in product qualitiy

68 % because of lack in service quality

Source:fif Forschungsinstitut Freizeit und TourismusUniversitt Bern


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Consequences+Service Quality & Service Ideas

1 unsatisfied guest tells 10 other persons about it

1 satisfied guest brings 3 new guests

Delighted guests spend 5 times more money


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Lacks in service qualityare the main reasonsfor unsatisfied guests

and decreasing turnovers


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My guests are satisfiedotherwise they would complain

w r o n g

!


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You can see only the top of the iceberg!


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From 100 guests....

only 4 complain 70-75 % chose your competition for their next stay only 8-20 % stay loyal despite their dissatisfaction

But:

About 85 % of unsatisfied guests, those complains were takencare of unbureaucraticly remain as loyal guests


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Conclusion:

Unsatisfied guests do not complain-they do not come again


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must-factors+Service Quality & Service Ideas

satisfaction

(Service-)QualityVery highVery low

Very satisfied

Totally unsatisfied

Must-Factors

Source : Kano-Modell


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must-factors+Service Quality & Service Ideas

= basic requirements= compulsary aspects

are regarded as a matter of course, are not mentioned explicitly as expectation, are rarely concious.

If the must-factors are not fulfilled,the guest will be definetly unsatisfied,No customer loyality can be achieved.



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should factors+Service Quality & Service Ideas

satisfaction

(Service-)Quality

Very highVery low

Totally satisfied

Totally unsatisfied


should-factors


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should factors+Service Quality & Service Ideas

= request for service= guaranteed compulsory aspects

are specified, are explicitly mentioned,

are concious.

The fulfillment of should factors leads tosatisfaction,

The non-fulfillment leads to discontentment,a good fulfillment of should-factors does not generate customer

loyality.



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Workshop I:Prevention and handling of guest`sdisappointment caused by lacks inservice quality.


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Which are the

must - und should -Factorsin the chain of touristic service?


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must and should factors+Service Quality & Service Ideasbefore

1. ContactReservation

Booking

P l e a s e c o m p

l e t e t h i s l i s t

!

fast, simple, uncomplicated, transparent

solution oriented handling of special requests

clear verbalised payment practice


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must and should factors+Service Quality & Service IdeasOn spot

P l e a s e c o m p


!

welcome guets cordially

uncomplicated, fast Check-In short info-briefing (where, what, when?) luggage service (depends on stars)

wish a nice stay

Stay

Greeting+Check-In

Stay Farewell


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must and should factors+Service Quality & Service IdeasOn Spot

P l e a s e c o m p


!

Greeting +Check-In

Stay FarewellFood &Drinks

Room

Hotel

AdditionalService

Employees


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P l e a s e c o m p


!

tidiness & sanitation

reasonable room temperature comfortable mattress warm water

tv calmness, no disturbing noise

fresh air, non-smoking briefing pack for guests

Welcome +Check-In


Room

Hotel

AdditionalService

Employees


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P l e a s e c o m p


!

faultless hygiene

clean table and place cover reasonable choice of meals and drinks reasonable decoration on plate

enjoyable tasteclean facilities

acceptable compartement air advice and question for contentment

Welcome+Check-In

Stay FarewellFood&Drinks

Room

Hotel

Additionalservice

Employees


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must and should factors+Service Quality & Service IdeasOn spot

P l e a s e c o m p


!

neat impression

no musty smell tidy reception helpful signage

certified standard is fulfilled. comfortable ambiance

Welcome +Check-In


Room

Hotel

AdditionalService

Employees


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P l e a s e c o m p


!

According to hotels orientation

wellbeing: clean, relaxed, amply, broad, variousoffers activity: various and qualified sport offers family: all-round service for children

hikers: changing room

bikers: tool kit, storage for bikes

Welcome+Check-In

Stay FarewellFood &Drink

Room

Hotel

AdditionalService

Employees


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P l e a s e c o m p


!

real(that means authentic) kindness

competence / qualification for position trustiness, promises are kept empathetic, can listen attentively

management of complaints is focused oncustomer

Welcome+Check-In

Stay FarewellFood &

Beverages

Room

Hotel

AdditionalService

Employees


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P l e a s e c o m p


!

friendly and fast check-out

request for satisfaction Thank you & Goodbye wish: have a nice homeward journey!

Aufenthalt

Welcome &

Check-InStay Farewell


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must and should factors+Service Quality & Service Ideasafter

Homeward journey

Support afterstay

P l e a s e c o m p


!


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must and should factors+Service Quality & Service Ideasafter

Homeward journey

Support afterstay

P l a e s e c o m p


!

Information about new offers by email and post


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Which points of your guests

must - and should -factorsdo you not fulfill ?


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analysis of weak points+Service Quality & Service Ideas

To recognize problems is the right stepto find a solution


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honest and critical self-assessment


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analysis of weak points+Service Quality & Service IdeasOn Spot

P l e a s e c o m p


! tidiness & hygiene

adequate ambient temperature comfortable mattress, warm water tv

calm, no disturbing noise fresh air, no smoke-free

information for guests

Welcome+Check-In

Stay Farewell

Food & Drinks

Room

Hotel

AdditionalService

Employees


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feedbackmanagement+Service Quality & Service Ideas

If only 15% of the unsatisfied guests complain,

How do I know that my guests are really satisfied?


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How do I get an honest feedback from my guests? name a contact point for complaints active questioning during check-out (Did you enjoy your stay?) active questioning during dinner (I hope you find everything toyour satisfaction?) questionaire with small reward communicate requests and promises

We want to make your break as relaxing and enjoyableas possible . If you are not satisfied wit something pleasedo not hesitate to contact us. We find a solution as soonas possible. Guaranteed!


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questionaire should not be too long, only few minutes neccessary to fill it out very easy to fill out, e.g. with marks or smileys

message: your opinion is important, please help us, to make your break asrelaxing and enjoyable as possible, voluntariness

anonymous questionaires are more honest. If address is given you have theoportunity for further enquiries

increase rate of return by : early request to fill out (its too late after check-out),small reward for return, comfortable hand-over

text gaps, your customer notices more than you think

ask for date and duration of stay, has sometimes influence on source of irritatione.g. noise, not enough varity of meals...)

a detailed questioning is possible with regular customers

Force your guests to decide over one aspect (4 smileysare better than 5 or 3)

service-elements: feedback questionaire


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Examples for feedback questionaires


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How did you like:

Your food:

Did you feel comfortable?

My suggestions and wishes:

I especially liked:

The Guest is a king, and how was his kingdom?

Please help us to make your break as relaxingand enjoyable as possible. We would like to improve our servicequality. All we need is: your answers to some questions.Thank you very much!

PS: Please post the questionnaire at the reception or just hand it to oneof our employers. You can also leave it on the desk in your room.

CC CCCC

C C

C C

C C


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honest and critical self-assessment active feedback management mystery- check


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+Service Quality & Service Ideas mystery-check

advantages:

clearly strucutured approach,

aspects which need to be examined can bedefined very detailed,

shows a very authentic and realisable picture of

strengths and shortcomings in service quality, very good basis for the improvement of service.

A mystery-check is a hidden test, that helps tofind out the hosts service qualities.


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reasons and correctives+Service Quality & Service Ideas

What are the reasons for the found

shortcomings in service and how canI correct them?


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Create clear responsibiltyResponsibility unclear

Create checklistOperating schedule unclear

Motivate employeeEmployee does not want to

Train employeeEmployee is not qualified

Elucidate employeeEmployee does not understand

remedyreason


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Checklist for service quality: service element "phone call with potential guest

aim:We take the guests request seriously and solve it in his terms. We want tocommunicate our hospitability and expertise in service on the telephone as well.

Binding standards :Before the call: Prepare a notepad and pen. Turn off disturbing noises e.g radio. There is a mirror or smiley sticker near the telephone because the guest hears us smiling We care for short time of waiting (we answer not later than the 4th ring, avoid long waitingloops (> 1 Min) otherwise promise to call back.


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During the call:

Guest is greeted friendly with the hotels name, name of the employee and/or a salutationlike: We wish you a wonderful day, How can I help you... Could be a typical regionalgreeting as well like Moin, Moin und Gr Gott The guests name is written down and used as often as possible, this creates a personal

atmosphere and guest is given a feeling of being payed attention "Please, "Thank You, "With pleasure are phrases which can never be used to often To avoid mistakes, ask for the spelling of important facts (e.g. names) and repeat them toconfirm (e.g. reservation data, account details) If we can not fullfil your wish immediately, we will find an alternative (different date) or asolution (e.g. ringback by colleague) The leave-taking is very friendly preferably by using guests name and refere to future ->We will sent the ordered material to you, We are glad to welcome you...


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After the call:

If neccessary complete your notes Sent booking confirmation, brochures etc. immediately (in 24h /the next day) Prepare realisation of guests wishes (e.g.ringback )

The quality standards are my own standards as well. I realise them for our guestsbenefit and for the success of our company

____________________________ (signature employee)

Checklist signed by all employees:


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complaints management+Service Quality & Service Ideas

A minimised error rate in service qualityis unavoidable,

Dissatisfied guest not!

Despite all effort:


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What needs to be considered?Message to guest: Your complaint is important to us andit helps us to get better!

accept complaint in a positive and professional way,

handle complaint fast, uncomplicated and obliging search service-checklist for potential improvement

provide employees with extensive efficency in providingsolutions.


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Complaint as a chance!Guests contenment rises,

Customer loyality is advanced; customers, who complainstill want to buy

Impressive complaints management is often the topic of conversations between customers, that means promotion

Problems are recognized and solved,

Customer loyality is always cheaper than to find newcustomers!


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Part II:Impress guests byimplementation of surprises


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Introductorypresentation:About the challange tocreate successful customerloyality.


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contentment

Service quality

Very highVery low

Very satisfied

Totally unsatisfied

duty


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plus-factors+Service Quality & Service Ideas

contentment

service quality

Very highVery low

Very satisfied

Totally unsatisfied

Source: Kano-Modell

Plus factors


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plus factors+Service Quality & Service Ideas

contentment

service quality

Very highVery low

Very satisfied

Totally unsatisfied

Free choice


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plus factors+Service Quality & Service Ideas

= features of enthusiasm= cherry on the cake

are not expected, are not mentioned,

are not expected yet.

Provision of additional factor leads to satisfaction andfinally to customer loyality and recommendation.

The potential for unique selling points (USP) is due to

you



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Creativity and motivation produce

not only a satisfiedbut also an enthusiastic and loyal guest,willing to recommend you!


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Workshop II:Development of strange serviceideas for different service scopes


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plus factors+Service Quality & Service IdeasChain of service

P l e a s e c o m p


!

call-back service in internet or through answerphone

music during waiting time: announcement or musicadjusted to target group on the phone e.g. fairy tales infamily hotel, special hiking offers...

automatical email response Thank you, for yourmessage get you will get an answer until...!

small present as a thank you for trust in debit or fastbank transfer

...

Aufenthalt

In advanceDuring thestay Afterwards

Source: u.a. Bernd Reutemann Fa.

Gastconsult, www.gastconsult.de


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P l e a s e c o m p


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special parking signs, e.g. parking place in shadow,booked parking place with guests name

special service for arrival during bad weather

use guests name for welcome and delivery of keys

Glasses cleaning cloth, tissues at reception counter welcome drink corner with information about region and smallsnacks

...

Aufenthalt

In advanceDuring stay

afterwards

Source : u.a. Bernd Reutemann Fa.


Stay

Check In

Return journey

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P l e a s e c o m p


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personal wake-up service mit up-to-date newsletter orinformation about weather

pillow- bar: choice of various pillows reading corner: choice of different books withcomfortable seating and tea corner

lending service for reading glasses (restaurant)

guest can have dinner in different restaurants

internet terminal with e-card service lending service (hiking map, umbrella,...)

internet telephony for free

Aufenthalt

In advance During stay Afterwards



Return journey

Stay

Check In

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P l e a s e c o m p


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guestbook (book with guests desires)

news about traffic (jams) frost emergency set on parking place

provisions to go

pocket-games for children

reading material for guests travelling with train

luggage service

...

Aufenthalt


Source: u.a. Bernd Reutemann Fa.


Check In

Return journey

Stay

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P l e a s e c o m p


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postcard Welcome back home (send 2 days beforeguests check out)

call guest to enquire if he arrived safely,small souvenir through post with favourite recipe,typical regional products (e.g.. seeds of flowers...) orpictures of stay or the regional landscape duringdifferent seasons

extraordinary end of letter e.g. seasons greetings,

Christmas greetingselection for the customer of the month ...

Aufenthalt




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Introduce a system of proposals for youremployees, award one suggested service

activity and realise it conscentiously!

Advise:


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service quality and service ideas

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