If hotel owners want to survive in strong competition, they have to constantly work on customer experience, because it is a powerful advantage in the hotel business.
There is scarcely a company in the world that is not, in one way or another, concerned about the quality of the customer experience it delivers. Many of these companies state their ambition as being to deliver, “memorable customer experiences”.
A number of these know what it takes to create a memorable experience. But only a small, elite group understands the craftsmanship required to engineer memories that will influence a customer’s future behaviour. This small group is recognised as global leaders.
Looking across the globe at best practice, Ritz Carlton has pioneered the art of memory making, offering guests the opportunity to:
These are ‘big’ memories, but the staff are charged with creating great memories at every touch point.
At Ritz Carlton, this means a 40,000 strong army of memory makers are working every day to create those special touches that customers will not just remember, but will return to enjoy again.
Customers are invited to share these memories on social media. Behind the scenes, every single day, the 40,000 memory makers share new ideas and insights about how they can make the Ritz Carlton experience memorable.
Companies realise that the possibilities for creating special touches that imprint on the memory are endless. They are concerned as to whether the experience is positively memorable overall, as well as which specific parts of the experience are particularly memorable and why.
They realise that if the promise of advocacy through great experiences is to be realised, then the customer “We are in the business of creating indelible memories that last a lifetime. There is a significant amount of dedicated care and craftsmanship that goes into making memories for the discerning world traveller.”
Ritz Carlton may need a little help when it comes to becoming an advocate – and, in essence, they follow a similar process to smooth the way:
The key elements of organisational change are well understood: create and articulate a compelling vision, define the behaviours necessary to deliver that vision and then adjust the levers of cultural change, (performance management, reward and recognition and leadership role modelling) to reinforce the behaviours required.
Creating an army of memory makers requires a firm to not just undertake the above but also to provide the tools and empowerment necessary for employees to achieve this objective. Memory making is a spontaneous, in-themoment exercise and firms need to both set their memory making expectations and then enable staff to deliver.
Communications is a critical facilitator, not just top-down communication but also peer to peer, team to team, harnessing employee feedback and input so that sharing great ideas and best practice creates an environment of “customer surround sound.”
Should you wish more information on how we can help your business or to arrange a meeting for personal presentation of our services, please contact us.