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Guest Engagement Greener Workplaces and Operations
(Part 3)
Engaging guests on your sustainability efforts & providing greener services….
WHY?
Engaging guests on your sustainability efforts & providing greener services…
WHY?
Guests’ behaviour affects the hotel usage of energy, water and other environmental impacts (eg. waste).
Engaging guests on your sustainability efforts & providing greener services.
WHY?
Guests’ behaviour affects the hotel usage of energy. water and other environmental impacts (eg. waste).
Many guests care about the environmental and ethical practices of hotels – it affects their choice to visit and to return.
Engaging guests on your sustainability efforts & providing greener services.
WHY?
Guests’ behaviour affects the hotel usage of energy. water and other environmental impacts (eg. waste)
Many guests care about the environmental and ethical practices of hotels – it affects their choice to visit and to return
Environmentally-friendly services can help enhance guest experience and differentiate hotels’ offering from competitors.
Engaging guests on your sustainability efforts & providing greener services.
HOW?
Engaging guests on your sustainability efforts & providing greener services.
HOW?
By Using
Service Design Tools
To get into the customer’s shoes and understand real wishes, concerns and
perceptions.
Service Design Tools will help you to:
1)COMMUNICATE your green initiatives better to ATTRACT AND RETAIN customers
Service Design Tools will help you to:
1)COMMUNICATE your green initiatives better to ATTRACT AND RETAIN customers
2) Make sure GUESTS contribute to the RESOURCE CONSERVATION efforts of the hotel.
Service Design Tools will help you to:
1)COMMUNICATE your green initiatives better to ATTRACT AND RETAIN customers
2) Make sure GUESTS contribute to the RESOURCE CONSERVATION efforts of the hotel.
3)IDENTIFY environmentally-friendly practices and services that ENHANCE GUESTS’ EXPERIENCE.
There are different types of customers, with different backgrounds,
expectations, likes and dislikes.
Understanding well customers’ characteristics and reactions
is key for an effective guest engagement and
new environmentally-friendly services.
Here are 2 service design tools that can help you:
Personas&
Customer Journey Maps
PERSONAS
The persona provides a quick & realistic snapshot of the key characteristics of a
type of guest.
What is a Persona?
A tool to VISUALISE CUSTOMERS in a REALISTIC WAY
PERSONAS
What is it for and when is it used?
• To understand in depth needs, wishes and characteristics of key customers’ types
• To provide services tailored to specific needs
• To communicate more effectively with guests
PERSONAS
What do they look like?
For more information, on how to develop PERSONAS see Tools section.
INTERESTS:
TRAVEL GOALS
NEEDS:
WISHES/LIKES
DISLIKES
CONCERNS
Based on Marc Stickdorn service-design-thinking
PERSONA CARD: ADVERTOUROUS ANDY
Andy, 36
Los Angeles, CaliforniaOccupation- Travel Writer, BloggerInterests: Cuisine, Nature, Hiking, Mountain Climbing, Surfing, Scuba-Diving, Asian Culture, Photography & Art, Music
Traveling Goals:• To discover himself• Find new experiences• Collect stories to share with friends• Meet interesting people
NEEDS DISLIKES
Concerns:• Price sensitivity• Language barriers
• Not having fun• Losing
valuables
© International Labour Organization (ILO)
LOOKING FOR ENTRY POINTS
-Adventurous activities-Learn new things-Stay connected-Surprises in his journeys
-Dirty room/foul smell/bugs-Delay Flights-Problems with booking/Slow check-in-Getting sick
Making linen andtowel programme more effective by creating incentives according to customer’s interest/needs:• i.e. Free Wi-Fi Rewards when towels
are hung-up for reuse and signs are placed on the beds that linens don’t have to be replaced.
USING PERSONAS TO MAKE YOUR SUSTANABILITY EFFORTS MORE EFFECTIVE & ENGAGING
CUSTOMER JOURNEY MAP
What is it?
A tool to analyse customers’ experience with a service at each point of contact
and identify points for improvement/additional services/communication
Based on Marc Stickdorn service-design-thinking
• Understanding and discovering different factors influencing guest’s experience (from the guest’s perspective)
• Recognizing all points of contact between the guest and the hotel (touchpoints) that the hotel may overlook
• To identify problem areas & opportunities to enhance guests’ experience
What is it for?
CUSTOMER JOURNEY MAP
CUSTOMER JOURNEY MAP
What does it look like?
For more information, on how to develop PERSONAS see Tools section.
Based on Marc Stickdorn service-design-thinking
Guests’ reactions & thoughts at each contact point
© International Labour Organization (ILO)
PRE-SERVICE SERVICE POSTBOOKING
+HOTEL
GUEST
ROOM
FIRST
IMPRESSION
GUEST ACTIVITIESScuba-diving trip Breakfast
CHECKOUT
BEGINNING OF
CUSTOMER’S JOURNEY
END OF CUSTOMER’S JOURNEY
ARRIVING AT THE HOTEL
+ CHECKING IN
“they greet us with a lei of l flowers”
“Staffs are
polite. the bellhop
carried our
luggage to
our rooms”
Because Andy loves nature/Asian culture & was impressed by the lei (string of flower), this is an opportunity to enhance guest experience + communicate green messages by attaching an environmental message to the lei.
“Our flower strings are made from flowers from indigenous plants in our garden”
To MAKE SUSTANABILITY EFFORTS MORE EFFECTIVE & ENGAGING
Using CUSTOMER JOURNEY MAPS
Service Design Thinking Tools
Help hotels to understand and focus on customers’ needs, wishes, reactions
TO:
• Attract guests’ attention to environmental messages,
• Motivate guests to engage in the hotel’s sustainability efforts.
• Enhance guests’ experience
Communicating with Guests – Some Practical Tips
Communicate what your hotel is currently
doing
Refer to preservation of the local
environment
Use many points of communication: website,
check-in/reception, guestrooms, restaurant,
lift…)
Make the design eye-catching
Explain clearly what guests can do and
give clear instructions