There’s a general consensus that we’re at the bottom of our tough times, and the next business cycle is trending upwards. Despite the overall positive outlook, the landscape is fragile. We have run our operations as efficiently as possible to weather the economic strains, and now is the time to ensure that we reinvest in our core: customers and employees. Here are three tips to navigate this change.
1. Evaluate service levels and customer satisfaction
While many employees are serving multiple roles, it is now time to determine if you need to retrain staff, fine tune processes or hire additional team members to improve service levels. Service delivery and execution is the only way we can stand out in the sea of options. Customers look for the best possible experience, and you want to make the cut.
Top service gets noticed, and one recent meeting planner took the time to point out six individuals on our team by name plus two additional departments that helped serve her association group. She even thanked the audio visual company, commenting that “Brandon was Mr. On The Spot!”
As you review service levels, here are some steps to consider:
• Review guest comments, noting downturns and upswings in satisfaction.
• Ask “Is our guest experience the best it can be?”
• Determine if the staffing level is sufficient for the volume of business.
• Define the areas and what types of retraining might be required to handle this business.
Knowing where you stand with your customers is vital to success. There are several ways to determine where you need improvement:
• Listen carefully and respond to suggestions and customer feedback.
• Identify and review incentives you offer to guests.
• Thanking the guest for their loyalty, including acknowledgement at check-in, addressing the guest by name, delivering a special amenity, etc.
• Considering new or additional amenities and perks you can offer guests, including loyalty points, food-and-beverage bonuses, free Wi-Fi access, room upgrades and more.
Corporate loyalty programs enhance what a property can offer each guest. Hilton just rolled out a rich new package for the highest ranking in loyalty programs, offering more value-add items with top upgrades and amenities, a guaranteed breakfast, increases in point values and more.
2. Invest in your employees
Remember who’s been serving your guests? The employees! They steadfastly handled the pressures and service challenges that went hand in hand with tightened staffing levels and overall expenditure cuts. Consider how you can motivate and recognize your team while letting them know there are opportunities now and ahead.
For those happy in their current role, thank them for being consistent and recognize their value. Be genuine in your praise! Some examples of illustrating your appreciation:
• Consistently recognize those who stand out through awards presentations, by writing a personal letter, through acknowledgment in front of their peers, by offering incentives, as well as monetary awards.
• Make recognition a daily conscious effort.
• Regularly share positive feedback from customers.
Those who have remained loyal employees and have indicated through action and/or direct discussion that they are interested in advancement and career growth should be provided insight and clear steps that will promote their advancement:
• Provide cross-training.
• Identify specific developmental plans for an individual.
• Provide opportunity for self development.
• Offer a tuition-reimbursement program (contribute to cost of class provided the individual receives a passing grade).
At our hotel, we invest in our employees’ futures through many actions. We believe in encouraging education and urge our staff to take advantage of the tuition-reimbursement benefits. One young woman in accounting completed Intermediate Accounting 1, 2, and 3 at DeVry University in 2011, and this year she plans to take advanced accounting courses. Our program allows her to pursue her future aspiration to be an accounting manager or controller, and she knows we are her cheerleaders.
Be cognizant that your employees might have experienced job loss or uncertainty in their family throughout this past economic time; stressful events at work are compounded by their personal life events.
As opportunities arise in the hotel industry, ensure that everyone has incentives to stay and grow with your organization. If growth potential is in your
environment, and if the work environment is fulfilling and fun, the likelihood of the individual staying is enhanced, as is the likelihood customers will return.
3. Don’t take anything for granted
With this upturn in business, customers undoubtedly will be lured to experience new properties. It is important that you stay competitive and adopt the following attitudes and actions:
• Stay ahead of the curve.
• Do not become complacent.
• Continually review and upgrade your value-adds.
We review our property with fresh eyes, looking for continual ways to improve the product to encourage our guests to return time and again. A complete redesign is not in the budget or something that takes place often. To ensure we’re staying on top of customer needs and requests, we are innovative. In fact, our property recently was the first DoubleTree by Hilton in the region to invest in a full floor installation of PURE allergy-free rooms.
In addition, the hotel offers an equal number of new smoker-friendly rooms with extra clean environments and special filtration units to ensure a cleaner, more enjoyable stay for those guests.
Our goal is to be considered a traveler’s top choice when they visit Chicago. By following these tips, we feel ready to take on a successful new year.
For over 20 years, Birgit Radin has focused her energy and talents on leading quality-oriented hospitality teams with the goal of creating employee engagement, memorable customer experiences, and maximizing profit for shareholders and/or owners. As a member of the Kokua Hospitality, LLC management organization team, she serves as the managing director for two properties in Chicago, The DoubleTree by Hilton Chicago-Magnificent Mile and the Inn of Chicago. Reach her at bradin@doubletreemagmile.com. To learn more about Kokua Hospitality, LLC, visit www.kokuahospitality.com.
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