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Until a Problem Occurs, the Guest Doesn’t Get to See You Fully Strut Your Service

March 29, 2013 //
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Does your approach to Guest Experiences include an effective problem resolution process?

Service breakdowns and other problems experienced by Guests are crucial moments in an organization’s attempt to establish a relationship with someone. It only stands to reason, then, that solving these problems will have a potentially outsized impact on your organization’s success. That’s why you need an effective problem resolution process.

There’s no better way to illustrate this than a personal experience that just happened with my wife:

guest service bell

A Positive Disappointment

My wife travels often in her business, mostly to the same cities, staying in the same hotels, and eating in a lot of the same restaurants. This week she was out of town most of the week – including her birthday.

While I had made special birthday plans for her later (it will be very evident what those are!), I also wanted to make her birthday a little special. I had hidden cards, snacks, and magazines she likes but never gets to read in her suitcase and briefcase; she enjoyed finding them.

She stays at the same hotel for several days each month, and has for several years, always talking about how good they are when it comes to guest services. I thought I would talk to the staff there to see what kind of special birthday treat they could arrange. I was not asking for a freebie, just their help in arranging it.

Tuesday, the morning of her birthday, while she was flying to her destination, I called the hotel staff and talked to the Guest Services director. She recognized my wife as a regular guest and seemed to know who she was. We agreed on an appropriate surprise, and I was assured it would be delivered to my wife upon her arrival after a full day of meetings and site inspections. And, by the way, it was compliments of the hotel.

In the mid-afternoon, someone from the food/beverage staff called, confirming the arrangements. Everything was ready to go.

Except the birthday treat wasn’t delivered on her birthday.

Or the next day.

Or the next day.

At the end of the second day, unable to contain my curiosity, I asked her if she had received anything unusual in her room. “No,” she replied, adding, “As a matter of fact, my room had not been serviced so I called down to ask for more towels and bath supplies, and they didn’t deliver them as promised. I had to go down and ask for them in person. And they never cleaned my room while I was here.”

Strike One, Two, and Three all in one swing.

While my wife doesn’t share my Guest Experience passion with quite the same enthusiasm as I do, she is very attuned to it and decided to wait until checkout to bring the matter up.

At checkout, she brought up all the misses with the front desk: the failed birthday treat, the missing supplies, and the lack of cleaning of the room. With an apology, the front desk clerk said she would let the manager know.

On the way to the airport, my wife received a very polite and apologetic email from the General Manager of the property, with the following actions:

  • Thanks for being a regular guest
  • Acknowledging my wife’s status in their rewards program
  • Acknowledging the plans their staff had worked out with me in advance
  • Detailing, by position, where they dropped the ball on the treat
  • Acknowledging that the failure to clean was inexcusable
  • Acknowledging that having to come down in person was inexcusable
  • Apologizing for the three misses
  • Stating that she had addressed, personally, the misses with the staff and supervisors involved
  • Acknowledging how valuable my wife’s business and loyalty to their hotel was
  • Applying a generous rewards bonus to my wife’s account
  • Stating the hotel chain’s and her pride in delivering great service to guests
  • Apologizing again for the three misses
  • Requesting that my wife notify her personally the next time she is a guest so the GM can make sure the experience is 100%
  • Thanking my wife again for her business and wishing her a good weekend

I would call those actions an effective problem resolution process.

Effective, in this case, is measured by whether Guest satisfaction has been restored. In my wife’s case, it was. She’s looking forward to returning to the hotel next month.

Effective Problem Resolution can be challenging, but is well worth the effort. Hospitality studies have shown that when you resolve a service problem effectively, the Guest is more likely to become loyal than if she had never run into a problem in the first place.

Because until a problem occurs, the Guest doesn’t really get to see you fully strut your service.

(effective problem resolution process inspired by Leonardo Inghilleri and Micah Solomon’s book Exceptional Service, Execptional Profit: The Secrets of Building a Five Star Customer Organization)

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Categories Guest Services, Guest Experience

Putting Processes to Work for Your Guest Services Team

December 28, 2012 //
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Here’s the bottom line principle when it comes to designing processes for guest services:

An organization needs to think like a customer (or in this case, a Guest)

Put yourselves in the shoes of the typical guest coming to your campus this weekend. Walk through (literally) every touchpoint and interaction that your guest might conceivably encounter. Develop a process or system that will anticipate their need and meet it before it becomes apparent to the guest.

Need help working it out? Try this six-step continuous improvement cycle from Xerox:

  • Identify and select the problem to be worked on
  • Analyze the problem
  • Generate potential solutions
  • Select and plan the best solution
  • Implement the solution
  • Evaluate the solution

Once you have identified a solution and find that it works, continue to use it, evaluating it periodically as needed, replacing it completely when it no longer works.

Here’s a real world situation as an example:

I serve as a Guest Services Team Coordinator for Elevation Church’s Uptown campus in Charlotte, NC. We meet in McGlohan Theater in Spirit Square (the former First Baptist Charlotte campus, turned into an entertainment venue in the 1970′s when the church relocated).

Problem: Almost everyone attending the Uptown Campus drives from somewhere else in Charlotte – which means lots of cars.

Analysis: The theatre only has about 40 parking spaces associated with it. Wanting to reserve those for VIPs (first time guests) and families with small children, we had to locate other parking.

Potential Solutions: Everybody for themselves (no way!); utilize street parking (not enough, and used by businesses or not available many Sundays); negotiate favorable rates with surface parking lots (not so favorable rates, it turns out); negotiate the use of a parking deck 1 1/2 blocks away (good rate, but a little far)

Select the Best Solution: Utilize the parking deck because it puts the majority of cars in one place, allowing maximum efficiency of guest services teams; helps with security; gives a sense of “place” to everyone coming Uptown

Implement the Solution: Determine the traffic patterns of cars coming Uptown and design appropriate signs and locations to maximize impact; develop a checklist of the different types of signs and their locations; negotiate with parking company to insure staff is on site or nearby in case of mechanical problems; promote the “how” of the parking deck through website videos, print materials, and live announcements as needed; plan for inclement weather; coordinate Parking Team, VIP Team, and Greeters to insure smooth transition from parking deck to theater

Evaluate the Solution: Every week the parking team notes hits and misses, and adjusts the process to eliminate them

That’s how we do it at Uptown!

Now, take the principle and apply it in your context.

Efficient processes can transform your Guest Services Team

My favorite post from August, 2012

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Categories Guest Services

Customer Service is Never Out of Date

December 24, 2012 //
1

Now I know where I get it from.

My father.

Regular readers of this blog know of my borderline fanaticism in the area of Guest Services related to ChurchWorld. Some leaders cringe at those words, but the fact is people who come to church are consumers, and leaders in ChurchWorld can learn a lot from good customer service practices wherever they find them – even in a 1946 training manual for Gulf Dealers.

After my father was discharged from the Army Air Corps following WWII, he and his brother built a Gulf Service Station outside of Nashville TN. My father operated it for 44 years, closing it when he retired in 1993. Growing up in that gas station (literally – our house was about 100 feet away) I learned a lot about how to deal with people by watching my father interact with his “customers.” What I didn’t realize until recently was that his natural, easygoing style was augmented by customer service training materials supplied by the Gulf Oil Company.

During the days following my father’s funeral last month, my sons and I took great delight in looking through some of the items he had saved and stored over his life. When my oldest son found this manual, I knew it would become a special part of my Guest Services resources.

It seems that good service is never out of date.

Notice the red dotted line around the vehicle – that’s the suggested travel path for the service man – or two – to take when a customer pulled up to the gas pumps to have gasoline put into his tank (I realize many readers have no clue nor experience of this, but it did happen!). Here are a few of the suggestions for engaging the customer:

  • Always be prompt – the service plan starts when you see a customer driving into your station. Whenever possible, be alert and at his side when his car stops, ready to greet him.
  • Greet the customer – your greeting is your first important step in showing courtesy to the customer, and it should be friendly, cheerful, and always in your own words.
  • Acknowledge the other customer – when a second car drives in, you should immediately recognize the other customer and saying you’ll be right with him. This kind of greeting pays off because you not only please the customer who is waiting but you also please the customer you are waiting on, who notices that you are courteous to others.
  • Improve the rear view – while you are at the rear of the vehicle putting gas in, wipe the rear window and tail lights. Should a light be out, call it to the attention to your customer at the proper time.
  • Look at those tires - while you are back there, take a look at both rear tires for cuts, blisters under inflation, etc. and make a mental note to tell your customer before he leaves your station.
  • Work to the front end – walk around the right side, cleaning the right windshield, checking the wiper blades, and inspecting the front tires.
  • Under the hood – check the oil and water levels; it’s your responsibility to protect your customer’s car. If any is needed, ask him if you may bring the levels up to the correct level.
  • Keep alert under the hood – while you have the hood open, keep alert for other service needs. Train yourself to quickly observe all needs, informing the customer as appropriate.
  • Collect for the sale – it is important to give the customer the right change, so count the change back into his hand. If he is using a credit card (yes, they had those in 1946!), learn to fill out the invoice quickly and accurately.
  • Courtesy is pleasant – before your customer leaves the station thank him and ask him to come in again. By this time you should have learned his name, so make it personal.
  • Help him safely on his way - if your station is on a busy street where it’s difficult to get into traffic, give your customer a hand. Guide him into the moving traffic safely. He may not expect this added courtesy, but he’ll be glad to get it and remember it. Every courteous act will be appreciated by your customers, and make them regular patrons of your station.

And a closing reminder:

With the Gulf Service Plan, every time you do some little service for the customer, it makes him realize that you know your business, and that you’re looking after his welfare. These services keep your customer coming back again and again. Good will – the tendency of the motorist to return to a place where he has been well-treated – is being created every time you give him not only what he wants, but what he needs. He remembers you are the man who looks after his best interests by taking good care of one of him most prized possessions – his car.

To all of us who live in 24/7 always on, wired world, the actions above probably seem like a throwback or an anachronism of the good old days.

I happen to think they are a timeless reminder that service still matters - even in ChurchWorld, where there is no “product” per se, but the outcome of the interactions with our Guests may be eternal.

Thanks Dad, for the lessons you taught me even when I didn’t realize it, and for the lessons you still teach me after you’re gone.

Favorite post from April, 2012

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Categories Family Matters, Guest Services

When the DNC Comes to Town…

September 2, 2012 //
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Adventures in Parking & Traffic Control at Elevation Uptown

The most brilliant battle plan is only good till the first shot is fired

Attributed to von Clausewitz, Prussian military theorist

When Charlotte was announced as the site for the 2012 Democratic National Convention in February of 2011, something clicked in my mind that the event might impact our church, Elevation Uptown. The schedule hadn’t been announced but early indications of events beginning on Monday September 3 told me that eventually it would impact us.

Sometimes, my hunches are right. This one was dead on.

First of all, you have to understand that Elevation’s Uptown campus (which meets in McGlohan Theater and started in August 2008) is literally in the middle of Uptown Charlotte, and almost everyone who comes drives a car to get there…and parks in the 7th Street Parking deck a block away.

Earlier this year a news release from the DNC indicated “several streets in the Uptown area surrounding the Time Warner Arena will be affected.”

Because of President Obama’s involvement in DNC activities, security plans were not going to be released until several days prior to the convention’s start.

When they were released, we were in for a surprise: the streets leading to, and surrounding, the parking deck we used were going to be closed, with “restricted access.”

Problem.

As noted above, Elevation Uptown worships in a theater, but all our Guests and attenders park in a deck a block away – which just happened to be on the other side of the “restricted access” line.

Campus Pastor Joel Delph met with Charlotte Mecklenburg Police Department (CMPD) officials, who assured him that the church would have access to the parking deck by going though the checkpoints. Additionally, an open lot 3 blocks away that we use for our volunteers would be available as usual, as well as the 2 lots next to the theater that we use for VIPs (our first time Guests) and families with small children.

Armed with these assurances, we moved forward with a plan to have our weekend experiences as normal at 9:30 and 11:15. The week before, we encouraged our volunteers to pick up an Elevation logo card to put in the dash to help move through the checkpoints. Late in the week, an email blast went out encouraging people to come a little early to allow extra time for the checkpoint access.

Still, I had that little gnawing feeling in my gut. I take my role as a Guest Services coordinator very seriously, and I wanted to make sure we were ready for the day.

Sunday September 2, 7:30 AM

Pulling up to our Volunteer lot, I find it chained and barricaded

Over at our VIP lots, we found the electronic gates turned off – no access.

Trying to get a handle on what we could expect, I talk to the policeman stationed outside the theater entrance, only to find he’s from Louisville, KY, and doesn’t really know anything except he’s be assigned to this spot – and, by the way, his radio wasn’t working

Checking with other policeman at the parking deck entrance, I found the same thing: they were from Louisville, and only had site-specific orders – no overall idea of the street closure plan. When I showed him the map the CMPD gave us, he said that was the first he had seen of a map.

The quote above came to mind…

By this time, our volunteers were arriving in full force, only to find the lot not accessible. A quick sign adaptation directed them to the parking deck. There, at least, the crew that runs the parking deck was ready in full force. They were only allowing cars that had Elevation logos or were on their approved list into the deck. Everyone else was turned around. The lines were long, and I know people were frustrated.

As expected, our crowds were lower than usual. I don’t know the exact number because I never made it off the street, but I would say probably half as many as a typical Sunday.

Some quick word pictures from street-side vantage point:

  • Squads of law enforcement officials from around the state, walking with an intense look around the area
  • A Hummer with two soldiers, M-16s slung around their shoulders
  • At least 6 different motorcycle patrols checking in to the precinct across the street
  • 4 different bicycle police squads whizzing by in a blur
  • A mounted police patrol clip-clopping down the street
  • Black SUVS by the dozens, with sun-shaded occupants
  • Helicopters buzzing overhead all day long – both military and news outlets
  • Assorted vehicles of every size and shape, belonging to a broad array of law enforcement agencies
  • Construction crews bringing in, and installing, concrete barriers around the perimeter of the theater

And an image that sums it up pretty well:

photo from the Charlotte Observer online

We did the best we could, and I hope anyone attending Elevation Uptown for the first time or for the fortieth time felt as welcome as we could make it.

Special thanks go out to members of our Greeters, VIP, and Security Teams for pitching in and helping things go as smoothly as possible.

As always, our Parking Team rocks. Aaron, Tim, Ed – you’re the best!

I’m headed to the beach…

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Categories Center City, Guest Experience, Guest Services

Translating Customer Experience for ChurchWorld Leaders

August 31, 2012 //
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Customer service is, quite simply, how customers perceive their every interaction with an organization.

This may come as a shock to you, but churches should have customers, too. 

We just call them Guests.

Harley Manning and Kerry Bodine, customer experience analysts at Forrester Research, have just released a new book entitled “Outside In.” Subtitled The Power of Putting Customers at the Center of Your Business, Outside In offers a complete road map to attaining the experience advantage.

If you are a ChurchWorld leader, you need to understand the powerful truths contained in this book. Outside In certainly stands on its own, but over the next few days I’m going to be translating the content into the language of ChurchWorld Guest Services, and making applications to how you can take advantage of the Guest Experience in your church.

Go ahead and order a copy from Amazon now. It’ll be here in a couple of days. You’ll be referring to it frequently.

In the meantime, here’s an outline for your consideration.

The Value of Guest Experience

  • You need your Guests more than they need you
  • You are in the Guest experience business – whether you know it or not

The Guest Journey

  • Discover
  • Evaluate
  • Attend
  • Access
  • Use
  •  Get support
  • Leave
  • Re-engage

The Three Levels of Guest Experience

  • Meets needs – I accomplished my goal
  • Easy – I didn’t have too work hard
  • Enjoyable – I felt good about that

The Guest Experience Ecosystem

  • Deconstructed
  • Visible to customers
  • How to create a Guest experience ecosystem

The Six Disciplines of Guest Experience

  • Strategy
  • Guest Understanding
  • Design
  • Measurement
  • Governance
  • Culture

The Path to Guest Experience Maturity

  • Improve
  • Transform
  • Sustain

The Four Adoption Levels of Guest Experience

  • Missing
  • Ad Hoc
  • Repeatable
  • Systematic

Transformation Priorities

  • Build on strengths
  • Shore up weaknesses

The Rise of the Guest Experience Team

Understanding the importance of Guest Experiences in your church begins next Tuesday, September 4.

Class dismissed – enjoy the holiday weekend!

 

Part 1 of a multi-part series based on the book Outside In, by Harley Manning and Kerry Bodine

These posts “translate” the world of customer service to the language and setting of Guest Experiences in the church.

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Categories BookNotes, Guest Services

It All Begins with Hospitality

August 23, 2012 //
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Church leaders need to understand the fact that our competition is not other churches; it’s places that provide WOW! Experiences and to which guests compare our churches.

While that may seem a negative, it can also be turned into a positive by LEARNING from those top-notch places and their leaders.

Take for instance Danny Meyer, the founder and co-owner of eleven New York restaurants. He wrote a book entitled “Setting the Table.” Subtitled “The Transforming Power of Hospitality in Business,” Meyer shares the lessons he’s learned while developing the winning recipe for doing the business he calls “enlightened hospitality.” They are lessons that the church can learn from. Here’s a sample:

Hospitality is the foundation of my business philosophy. Virtually nothing else is as important as how one is made to feel in any business transaction. Hospitality exists when you believe the other person is on your side. Hospitality is present when something happens for you. It is absent when something happens to you. Those two prepositions – for and to – express it all.

Understanding the distinction between service and hospitality has been at the foundation of our success. Service is the technical delivery of a product. Hospitality is how the delivery of that product makes it recipient feel. Service is a monologue – we decide how we wan to do thins and set our own standards for service. Hospitality, on the other hand, 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. It takes both great service and great hospitality to rise to the top.

People duck as a natural reflex when something is hurled at them. Similarly, the excellence reflex is a natural reaction to fix something that isn’t right, or to improve something that could be better. The excellence reflex is rooted in instinct and upbringing, and then constantly honed through awareness, caring, and practice. The overarching concern to do the right thing well is there or it isn’t.

What a great learning environment for churches wanting to improve their Guest Services team!

Earlier this year, I posted a series on hospitality based on Le Bernardin, the famous restaurant in NYC owned by Chef Eric Ripert. If this post resonated with you, click on the links below for more.

Creating experiences of hospitality allow for positive, uplifting outcomes for human experiences and human relationships. They will help you connect to people coming in your door week in and week out.

How will you practice hospitality this weekend?

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Categories BookNotes, Culinary, Guest Services

What Do You Do When It Rains at Your Church?

August 20, 2012 //
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Working on the Guest Services Parking Team in the rain yesterday at Elevation Church’s Uptown Campus brought these thoughts to mind:

Rainy days, especially on Sundays and other days you have worship, can be a real challenge – for guests and for your regular attenders and members.

What do you do when it rains?

Maybe your facility has a covered drop-off area and it’s not much of a problem. Many churches don’t have that option. Now what?

Here are a few “rainy day thoughts” you might consider:

  • Make sure your parking team is dressed appropriately for the weather (unless it’s cold, simple ponchos work great)
  • Purchase a quantity of large golf umbrellas (with your logo!)
  • Recruit extra team members if possible to walk guests from the parking lot to the entrance, holding the umbrella for them
  • Or give them an umbrella to use walking from their car to the entrance
  • Coordinate with your greeter team the logistics of running umbrellas back and forth as needed
  • Reverse the process when the worship experience is over
  • Rain usually slows people down – plan for latecomers
  • Umbrellas left at the entrance can get tangled up in a mess pretty quickly; organize them neatly
  • Rain means wet floors, especially near entrances; alert the housekeeping/custodial crews so that the floors can be kept as dry as possible to prevent slips and falls
  • Rainy days mean visibility is less than optimum; have flashlights and directional lights available as needed
  • Rainy days are an opportunity to encourage your congregation to be servants; take a look at this post to see what I mean

That’s just a few ideas – what can you add to the conversation?

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Categories Guest Services

Mickey’s Ten Command-ments for the Setting

August 18, 2012 //
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In yesterday’s post the concept of the “setting” at Disney was introduced. Going a little deeper, from the excellent guest services book Be Our Guest, Disney vice chairman Marty Sklar gave the following list of setting design principles:

  • Know your audience – before creating a setting, obtain a firm understanding of who will be using it
  • Wear your guest’s shoes – never forget the human factor; evaluate your setting from the guest’s perspective by experiencing it as a guest
  • Organize the flow of people and ideas – think of your setting as a story; tell that story in an organized, sequenced way
  • Create a visual magnet – a landmark used to orient and attract guests
  • Communicate with visual literacy – use the common languages of color, shape, and form to communicate through setting
  • Avoid overload – do not bombard guests with information; let them chose the information they want when they want it
  • Tell one story at a time – mixing multiple stories in a singe setting is confusing; create one setting for each big idea
  • Avoid contradictions – every detail and every setting should support and further your organizational identity and mission
  • For every ounce of treatment provide a ton of treat – give your guests the highest value by building an interactive setting that gives them the opportunity to exercise all of their senses
  • Keep it up – never get complacent and always maintain your setting

Around the Disney organization, these principles were known as “Mickey’s Ten Commandments for the Setting.” Whether it was a movie, a book, or a theme park, the Imagineers at Disney know the importance of setting as they told their stories.

What stories are your settings telling?

From Be Our Guest, by The Disney Institute

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Categories BookNotes, Disney, Guest Services

Everything Matters

August 17, 2012 //
1

All organizations, knowingly or unknowingly, build messages to their customers (Guests) into the settings in which they operate.

Consider these pairs:

  • A luxury car dealership and a used car lot
  • A theme park and a traveling carnival
  • A designer clothing retailer and an outlet store

In each pair, people are buying a similar product – cars, entertainment, and apparel. But in each case, the setting in which they buy these products is communicating a great deal about the quality of the products and services customers can expect, not to mention the price they are willing to pay.

The simple fact is that everything, animate and inanimate, speaks to customers.

The above words come from “Be Our Guest,” the fantastic customer service book published by The Disney Institute. Talk to me very long about Guest Services, and you will hear me talk about Disney – probably several times!

Yesterday it was about Process; today, it’s all about Place.  When you think about a physical setting, it’s appropriate to start at Disney and understand what they call “the magic of setting.”

Setting is the environment in which service is delivered to customers, all of the objects within that environment, and the procedures used to enhance and maintain the service environment and objects.

Components include:

  • Architectural design
  • Landscaping
  • Lighting
  • Color
  • Signage
  • Directional designs on flooring and wall coverings
  • Texture of floor surfaces
  • Focal points and directional signs
  • Internal and external detail
  • Music and ambient noise
  • Smell
  • Touch and tactile experiences
  • Taste

Quite a list, right? Remember that when considering Guest Services…

Everything matters.

From Be Our Guest, by the Disney Institute

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Categories BookNotes, Disney, Guest Services

It All Began With a Mouse…

August 16, 2012 //
1

The title of this post is actually a quote from Walt Disney himself, when asked to reflect upon the vast Disney empire shortly before his death in 1966. While Disneyland was successful, Disney World was 5 years from opening and EPCOT was just a few sketches on paper.

But Disney didn’t coin the term “Imagineer” for nothing.

The magic that Disney brought to the world was summed up in this phrase: “My business is making people, especially children, happy.” More than a statement, it was the basis for Disney’s mission as a business; it represented what the company stands for and why it exists. Changing just a little over the past 60 years, it is The Walt Disney Company’s service theme:

We create happiness by providing the finest in entertainment for people of all ages, everywhere

If you want to understand the “Process” of Guest Services, there is no better place to go than the Disney Company and look at their practical magic for creating the best known Guest experiences in the world.

Practical Magic

Disney has a simple definition for quality service – exceeding your guests’ expectations and paying attention to detail.

The Disney WOW! Factor is exceeding guests’ expectations

  • Paying close attention to every aspect of the guest experience
  • Analyzing that experience from the guest’s perspective
  • Understanding the needs and wants of the guest
  • Committing every element of the process to the creation of an exceptional experience

At Disney, the word Guest is always capitalized and treated as a formal noun.

Quality Service Cycle – the Practical Magic of Disney

  • Service theme – a simple statement, shared among all team members, that becomes the driving force of the service
  • Service standards – the criteria for actions that are necessary to accomplish the service theme
  • Service delivery systems – vehicles used to deliver service
  • Service integration – each element in the QSC combined to create a complete operating system

Sounds complicated, doesn’t it? It is, and should be – at least from your perspective. Spend a lot of time getting it right. Set up all the process you need to make it work. Implement your process. Evaluate it rigorously, and change it when necessary. Guestology, as Disney calls it, is both an art and a science.

But to the guest, it should all appear effortless.

The weekend’s coming – are you ready to welcome guests in your church?

From Be Our Guest, Revised Edition, by The Disney Institute

 

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Categories BookNotes, Disney, Guest Services
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