Hotel chains, airlines, and other service-based businesses are taking small details more seriously than ever before. A new article in the BBC follows Jan Smits – who works in management for International Hotels Group – as he examines how their hotels are operated.
Mr Smits has focused on optimising the company’s operations, particularly those related to customer experience. During a recent trip to India he noticed that the company’s turndown service took five minutes – over three minutes longer than could be achieved using a standardised turndown service.
The extra time, of course, costs large companies like IHG money – money that is often better spent on customer acquisition and other demanding tasks. The new focus on efficiency amongst hoteliers isn’t just about saving money, however, but about creating a consistent experience for guests, wherever they may be.
The focus on creating a consistent experience goes far beyond the hotel business alone. Airlines, particularly those renowned for customer service, have devoted a great deal of resources to optimising their services to ensure that customers, no matter where they’re flying to or from, receive the same experience every time.
Fast food chains, likewise, have taken on a remarkable attention to detail in recent years. Starbucks vice president of marketing Ian Cranna claims that the company’s focus is on creating a consistent experience for customers, and that friendly service is as important to many of the company’s customers as fresh coffee.
To achieve a more consistent experience for customers, Mr Cranna claims that the company’s staff are trained in its culture before starting work in the stores. Values that the company has spread across its 19,000 stores are key to achieving a ‘third place’ experience for customers, regardless of their country, city or tastes.
