The Four Levels of Service Awareness

The Impact They Have on Employees and Customers

By Jana Love President, ProSolutions | April 09, 2017

"Optimal service awareness" begins with the team you have assembled to represent your organization. Great service organizations start the path to wowing their customers by training their employees on service awareness, which is actively paying attention to and understanding your customers and their needs. This training includes how to notice customer body language, to observe their surroundings for all customer touch points, and to react and respond with informed knowledge. This training is best conducted right at the job site, so that you are helping each employee physically see the opportunities to connect with the customer in their real-world setting. The value is once they see these moments in action, they are much more likely to be able to "catch" them themselves.

The training itself, though, isn't the biggest part. Holding employees accountable for this level of service is what makes the difference in shaping these behaviors. To do this successfully, everyone in the organization must first be on the same page in regards to performance. You can only hold someone accountable for what they understand. Make certain you have outlined exactly what your expectations are for the types of experiences you want your customers to have. Also, confirm what empowerment (monetary and otherwise) your employees need in order to make those experiences happen.

Once everyone is on the same page, you must enforce the right performance. While "enforcing the right performance" sounds negative, the most important and successful way to do this is to catch your employees doing it right so you can acknowledge and reward their positive behavior. Not only do these actions motivate employees and promote loyalty, but their successful examples also inspire other employees and are an excellent training tool.

Before you ever get to the training phase, however, it is important that you choose your employees wisely. Some people come "pre-packaged" with service awareness, others can be trained, and then there is the large group of people working in the industry that are service deprived. We all experience each of these levels of service daily as we interact with various businesses. In fact, these are so common, that I have broken them into categories to create, The 4 Levels of Service Awareness. Understanding which category an employee falls into should definitely aid in the hiring and training process that you implement.

The Four Levels of Service Awareness

1. Awareness Deprived

Choose a Social Network!

The social network you are looking for is not available.

Close

Hotel Newswire Headlines Feed  

Suzanne McIntosh
Dennis Rizzo
Renie Cavallari
Brandon Billings
Lisa Cain
Daniel Link
Mark Ricketts
Eugenio Pirri
Terence Ronson
Coming up in June 2019...

Sales & Marketing: Selling Experiences

There are innumerable strategies that Hotel Sales and Marketing Directors employ to find, engage and entice guests to their property, and those strategies are constantly evolving. A breakthrough technology, pioneering platform, or even a simple algorithm update can cause new trends to emerge and upend the best laid plans. Sales and marketing departments must remain agile so they can adapt to the ever changing digital landscape. As an example, the popularity of virtual reality is on the rise, as 360 interactive technologies become more mainstream. Chatbots and artificial intelligence are also poised to become the next big things, as they take guest personalization to a whole new level. But one sales and marketing trend that is currently resulting in major benefits for hotels is experiential marketing - the effort to deliver an experience to potential guests. Mainly this is accomplished through the creative use of video and images, and by utilizing what has become known as User Generated Content. By sharing actual personal content (videos and pictures) from satisfied guests who have experienced the delights of a property, prospective guests can more easily imagine themselves having the same experience. Similarly, Hotel Generated Content is equally important. Hotels are more than beds and effective video presentations can tell a compelling story - a story about what makes the hotel appealing and unique. A video walk-through of rooms is essential, as are video tours in different areas of a hotel. The goal is to highlight what makes the property exceptional, but also to show real people having real fun - an experience that prospective guests can have too. The June Hotel Business Review will report on some of these issues and strategies, and examine how some sales and marketing professionals are integrating them into their operations.