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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.
Source : Kano-Modell
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should factors+Service Quality & Service Ideas
satisfaction
(Service-)Quality
Very highVery low
Totally satisfied
Totally unsatisfied
Source : Kano-Modell
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.
Source : Kano-Modell
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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
l e t e t h i s l i s t
!
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
l e t e t h i s l i s t
!
Greeting +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
l e t e t h i s l i s t
!
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
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
l e t e t h i s l i s t
!
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
l e t e t h i s l i s t
!
neat impression
no musty smell tidy reception helpful signage
certified standard is fulfilled. comfortable ambiance
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
l e t e t h i s l i s t
!
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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must and should factors+Service Quality & Service IdeasOn Spot
P l e a s e c o m p
l e t e t h i s l i s t
!
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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must and should factors+Service Quality & Service IdeasOn Spot
P l e a s e c o m p
l e t e t h i s l i s t
!
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
l e t e t h i s l i s t
!
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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
l e t e t h i s l i s t
!
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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analysis of weak points+Service Quality & Service Ideas
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
l e t e t h i s l i s t
! 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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feedbackmanagement+Service Quality & Service Ideas
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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feedbackmanagement+Service Quality & Service Ideas
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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feedbackmanagement+Service Quality & Service Ideas
Examples for feedback questionaires
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feedbackmanagement+Service Quality & Service Ideas
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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analysis of weak points+Service Quality & Service Ideas
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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reasons and correctives+Service Quality & Service Ideas
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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reasons and correctives+Service Quality & Service Ideas
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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reasons and correctives+Service Quality & Service Ideas
Checklist for service quality: service element "phone call with potential guest
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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reasons and correctives+Service Quality & Service Ideas
Checklist for service quality: service element "phone call with potential guest
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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complaints management+Service Quality & Service Ideas
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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complaints management+Service Quality & Service Ideas
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
Source : Kano-Modell
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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
l e t e t h i s l i s t
!
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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plus factors+Service Quality & Service IdeasChain of service
P l e a s e c o m p
l e t e t h i s l i s t
!
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.
Gastconsult, www.gastconsult.de
Stay
Check In
Return journey
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plus factors+Service Quality & Service IdeasChain of service
P l e a s e c o m p
l e t e t h i s l i s t
!
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
Source : u.a. Bernd Reutemann Fa.
Gastconsult, www.gastconsult.de
Return journey
Stay
Check In
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plus factors+Service Quality & Service IdeasChain of service
P l e a s e c o m p
l e t e t h i s l i s t
!
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
In advance During stay Afterwards
Source: u.a. Bernd Reutemann Fa.
Gastconsult, www.gastconsult.de
Check In
Return journey
Stay
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plus factors+Service Quality & Service IdeasChain of service
P l e a s e c o m p
l e t e t h i s l i s t
!
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
In advance During stay Afterwards
Source : u.a. Bernd Reutemann Fa.
Gastconsult, www.gastconsult.de
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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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