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What is your HQ? Presented By Larry Brownfield, CPO OHE Director of Franchise Development KOA, Inc. Definition. Brutal Fact!. It is ironic that the competitive element most responsible for success in the outdoor hospitality business ... and the piece most often missing ...
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What is your HQ?Presented ByLarry Brownfield, CPO OHEDirector of Franchise DevelopmentKOA, Inc.
Brutal Fact! It is ironic that the competitive element most responsible for success in the outdoor hospitality business ... and the piece most often missing ... is hospitality itself!
More than semantics …. Somewhere along the way have convinced ourselves that …. Great Customer Service = Great Hospitality NOT TRUE
The Difference … Service and Hospitality Are Not the Same Service is the efficient execution of a series of actions. Hospitality is interactive; an exchange of energy at some level between staff and guests; a genuine human connection. Hospitality is intensely personal ... which is what makes it impossible to standardize into a process.
Difference - - - - - - “Service is the technical delivery of a product. Hospitality is how the delivery of that product makes its recipient feel.” -Danny Meyer
Difference - - - - - - • Service is a monologue – we decide how we want to do things and set our own standards for service. • Hospitality is a dialogue. TO be on a guest’s side requires listening to that person with every sense, and following up with a thoughtful, gracious, appropriate response.
Difference - - - - - - Hospitality is present when something happens FOR you. It is absent when something happens TO you. Those two simple prepositions -- for and to -- express it all.
Difference - - - - - - You can readily recognize hospitality when you experience it, yet you really can't define it. Trying to "teach" hospitality presents much the same dilemma -- it is generated by the states of mind: • of the leadership • of the staff …. notfrom any specific actions.
Developing your HQ - Danny Meyer The emotional skills that are required to create a high HQ are: • optimism and kindness • curiosity about learning • an exceptional work ethic • a high degree of empathy • self-awareness and integrity
Developing your HQ - Danny Meyer Learn how to “Connect the Dots” • Information • Staff • Guest
Developing your HQ - Danny Meyer Letting the Guest Be Heard The customer is certainly not always right. But they must always feel heard. One of the reasons people turn to social media for customer service is because they want their concerns heard and validated – it’s one of our most human desires and as a business, the most humanizing quality.
Letting the Guest Be Heard … It’s important for campgrounds to not only hear the guests’ concern, but respond quickly and accurately. Hospitality tip: canned responses don’t count. Validate your guests’ concerns by responding to them person to person. Canned responses merely validate a business is not listening to their customers.
Developing your HQ - Danny Meyer Appreciate The Difference Between Product and Hospitality “Service is the technical delivery of a product. Hospitality is how the delivery of that product makes its recipient feel.” Guest who gravitate to social media to voice their opinion or complaints will be doing so because of the experience they had, not the product – so make sure the experience is exceptional, exciting, or entertaining!
Developing your HQ - Danny Meyer Mistakes are Inevitable… But how you handle them sets the table for success! People will generally forgive an honest mistake when someone takes responsibility for it with genuine concern.
Developing your HQ - Danny Meyer Are you a Gatekeeper or Agent? • An agent makes things happen for others. • A gatekeeper sets up barriers to keep people out. We should be looking for agents ... owner/operators/staff members responsible for monitoring their own performance: In that transaction, did I present myself as an agent or a gatekeeper? In the world of hospitality, there’s rarely anything in between.
Developing your HQ - Danny Meyer Agent for the guest … • Hospitality exists when the customer believes the employee is on their side. • Hospitality is present when something happens for you and is absent when something happens to you. I’m sure we can all quickly think of experiences where we felt that the person helping us was on our side, (was doing for us), and we can reflect on how that translated directly into a positive customer experience for us– even if the interaction began because of a problem…
The message is clear: To be exceptionally successful, you don't have to be the best at everything you do, you just have to be the favorite of the people you do it for. This attests to the power of hospitality. Err on the side of generosity: You get more by first giving more.
Conclusion …. You know how to train people to become better at what they DO … How do you train them to become more effective in the way they ARE?
Conclusion …. The Bad News: The spirit of hospitality cannot be taught as if it were another job skill. The Good News: You don't need to teach it. Like the ability to love, hospitality is an innate capability of all human beings. You just need to understand how to create and sustain a climate where it can emerge and blossom. The Great News: You may already know WHAT works, but when you really understand WHY it works, maintaining that context can become remarkably effortless.
Closing Thoughts …. • Everything I told you has been adapted from someone or somewhere else! • Until you can manage time, you can manage nothing else. • If you are not passionate about your business, put someone in charge that is! • The problem in my life is not the absence of knowing what to do but the absence of doing it. • If you do what you’ve always done, you’ll get what you’ve always gotten or LESS!
