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Mapping Activity to Understand Risk Russ Briggs SADIA International
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Mapping Activity toUnderstand Risk
Russ Briggs
SADIA International
SADIA’s Approach to Risk Mgmt
• Cultural (how an organization processes information and how that impacts risk)
• Strategic (how an organization thinks about risk, and the management of risk)
• Tactical (the steps an organization takes to reduce and/or mitigate risk)
What does SADIA’s process entail?
• Start with an objective (risk you want to measure)
• Identify the overriding insight (e.g. leveraging across the enterprise to create synergies and protect enterprise value)
• Position the product/service in the market
• Identify the overriding theme
• Empower staff to carry out the activity
We start with an Objective
• Reduce Uncertainty
• Preserve Value
• Increase Revenue
• Avoid Cost
• Improve Service
We develop an Overriding Insight
• For example, Four Seasons founder Izzy Sharp discovered customers on the road longed for the comforts of their home and office
• Let’s look at how Four Seasons was able to take advantage of that insight to become a global leader in luxury accommodation
Four Seasons Activity Map
Overriding Insight: Customers on the road long for the comforts of home and office
Four Seasons Activity Map
• Product will be positioned in the marketplace as a medium-sized hotel in an intimate setting
• Supported by location-based guest database
Overriding Insight: Customers on the road long for the comforts of home and office
Four Seasons Activity Map
Medium-sized,Intimate Hotels
Overriding Insight: Customers on the road long for the comforts of home and office
Four Seasons Activity Map
Medium-sized,Intimate Hotels
Overriding Insight: Customers on the road long for the comforts of home and office
Location-basedGuest Database
There was a problem!
• There were not enough rooms in a medium-sized property to cover the cost of luxurious amenities and still be profitable
• Sharp realized he would have to set a new standard in customer service in order to charge premium rates
Four Seasons Activity MapOverriding Insight: Customers on the road long for the comforts of home and office
Medium-sized,Intimate Hotels
UniqueCustomer Service
Experience
Location-basedGuest Database
How to deliver a unique customer service experience?
• Make sure your entire staff is totally focused on the customer experience
• Establish a superior staff service capability– Extensive recruiting process– Global in-house staff training– Low personnel turnover due to in-house
promotion as key incentive
Four Seasons Activity MapOverriding Insight: Customers on the road long for the comforts of home and office
Medium-sized,Intimate Hotels
UniqueCustomer Service
Experience
Superior StaffService Attitude
Location-basedGuest Database
Four Seasons Activity MapOverriding Insight: Customers on the road long for the comforts of home and office
Medium-sized,Intimate Hotels
UniqueCustomer Service
Experience
Superior StaffService Attitude
ExtensiveRecruitingProcess
Location-basedGuest Database
Four Seasons Activity MapOverriding Insight: Customers on the road long for the comforts of home and office
Medium-sized,Intimate Hotels
UniqueCustomer Service
Experience
Superior StaffService Attitude
GlobalIn-house Staff
Training
ExtensiveRecruitingProcess
Location-basedGuest Database
Four Seasons Activity MapOverriding Insight: Customers on the road long for the comforts of home and office
Medium-sized,Intimate Hotels
UniqueCustomer Service
Experience
Superior StaffService Attitude
Low PersonnelTurnover
GlobalIn-house Staff
Training
ExtensiveRecruitingProcess
Location-basedGuest Database
Four Seasons Activity MapOverriding Insight: Customers on the road long for the comforts of home and office
Medium-sized,Intimate Hotels
UniqueCustomer Service
Experience
Superior StaffService Attitude
Low PersonnelTurnover
In-house Promotionas Key Incentive
GlobalIn-house Staff
Training
ExtensiveRecruitingProcess
Location-basedGuest Database
How to reinforce that message?
• By binding the staff to the product through the principle of the Golden Rule: to deal with others – customers, partners, co-workers, everyone – as we would want them to deal with us
• By making customer service everyone’s priority – How? Eliminate the customer service dept
i.e. customer service is everybody’s business
Four Seasons Activity MapOverriding Insight: Customers on the road long for the comforts of home and office
Medium-sized,Intimate Hotels
UniqueCustomer Service
Experience
Superior StaffService Attitude
“Golden Rule”Individual
Guest Service
Location-basedGuest Database
Low PersonnelTurnover
In-house Promotionas Key Incentive
ExtensiveRecruitingProcess
GlobalIn-house Staff
Training
No CustomerService
Department
Four Seasons Activity MapOverriding Insight: Customers on the road long for the comforts of home and office
Medium-sized,Intimate Hotels
UniqueCustomer Service
Experience
Superior StaffService Attitude
“Golden Rule”Individual
Guest Service
Location-basedGuest Database
Low PersonnelTurnover
In-house Promotionas Key Incentive
ExtensiveRecruitingProcess
GlobalIn-house Staff
Training
Positioning Four Seasons in the Marketplace
• Globally recognized luxury brand– Global sales and booking network– Web site for easy access to location data– Global procurement department
No CustomerService
Department
Four Seasons Activity MapOverriding Insight: Customers on the road long for the comforts of home and office
Medium-sized,Intimate Hotels
UniqueCustomer Service
Experience
Superior StaffService Attitude
“Golden Rule”Individual
Guest Service
ConsistentGlobal Branding
Location-basedGuest Database
Low PersonnelTurnover
In-house Promotionas Key Incentive
ExtensiveRecruitingProcess
GlobalIn-house Staff
Training
No CustomerService
Department
Four Seasons Activity MapOverriding Insight: Customers on the road long for the comforts of home and office
Medium-sized,Intimate Hotels
UniqueCustomer Service
Experience
Superior StaffService Attitude
“Golden Rule”Individual
Guest Service
ConsistentGlobal Branding
Global Sales &Booking Network
Location-basedGuest Database
Low PersonnelTurnover
In-house Promotionas Key Incentive
ExtensiveRecruitingProcess
GlobalIn-house Staff
Training
No CustomerService
Department
Four Seasons Activity MapOverriding Insight: Customers on the road long for the comforts of home and office
Medium-sized,Intimate Hotels
UniqueCustomer Service
Experience
Superior StaffService Attitude
“Golden Rule”Individual
Guest Service
ConsistentGlobal Branding
Global Sales &Booking Network
Web Site forEasy Access to Location Data
Location-basedGuest Database
Low PersonnelTurnover
In-house Promotionas Key Incentive
ExtensiveRecruitingProcess
GlobalIn-house Staff
Training
No CustomerService
Department
Four Seasons Activity MapOverriding Insight: Customers on the road long for the comforts of home and office
Medium-sized,Intimate Hotels
UniqueCustomer Service
Experience
Superior StaffService Attitude
“Golden Rule”Individual
Guest Service
ConsistentGlobal Branding
Global Sales &Booking Network
Web Site forEasy Access to Location Data
GlobalProcurementDepartment
Location-basedGuest Database
Low PersonnelTurnover
In-house Promotionas Key Incentive
ExtensiveRecruitingProcess
GlobalIn-house Staff
Training
What we do and what we don’t!
• We manage hotel properties – we do not invest
• We offer a total hotel management program– Consulting to evaluate new locations– Design and architecture support– Expansion into resorts and time-sharing
No CustomerService
Department
Four Seasons Activity MapOverriding Insight: Customers on the road long for the comforts of home and office
Medium-sized,Intimate Hotels
UniqueCustomer Service
Experience
Superior StaffService Attitude
“Golden Rule”Individual
Guest Service
ConsistentGlobal Branding
Global Sales &Booking Network
Web Site forEasy Access to Location Data
GlobalProcurementDepartment
Focus onHotel Management
Location-basedGuest Database
Low PersonnelTurnover
In-house Promotionas Key Incentive
ExtensiveRecruitingProcess
GlobalIn-house Staff
Training
No CustomerService
Department
Four Seasons Activity MapOverriding Insight: Customers on the road long for the comforts of home and office
Medium-sized,Intimate Hotels
UniqueCustomer Service
Experience
Superior StaffService Attitude
“Golden Rule”Individual
Guest Service
ConsistentGlobal Branding
Global Sales &Booking Network
Web Site forEasy Access to Location Data
GlobalProcurementDepartment
Focus onHotel Management
Consulting to Evaluate New
Locations
Location-basedGuest Database
Low PersonnelTurnover
In-house Promotionas Key Incentive
ExtensiveRecruitingProcess
GlobalIn-house Staff
Training
No CustomerService
Department
Four Seasons Activity MapOverriding Insight: Customers on the road long for the comforts of home and office
Medium-sized,Intimate Hotels
UniqueCustomer Service
Experience
Superior StaffService Attitude
“Golden Rule”Individual
Guest Service
ConsistentGlobal Branding
Global Sales &Booking Network
Web Site forEasy Access to Location Data
GlobalProcurementDepartment
Focus onHotel Management
Design &Architecture SupportFor New Locations
Consulting to Evaluate New
Locations
Location-basedGuest Database
Low PersonnelTurnover
In-house Promotionas Key Incentive
ExtensiveRecruitingProcess
GlobalIn-house Staff
Training
No CustomerService
Department
Four Seasons Activity MapOverriding Insight: Customers on the road long for the comforts of home and office
Medium-sized,Intimate Hotels
UniqueCustomer Service
Experience
Superior StaffService Attitude
“Golden Rule”Individual
Guest Service
ConsistentGlobal Branding
Global Sales &Booking Network
Web Site forEasy Access to Location Data
GlobalProcurementDepartment
Focus onHotel Management
Design &Architecture SupportFor New Locations
Consulting to Evaluate New
Locations
Expansion into Resorts & Time-sharing
Location-basedGuest Database
Low PersonnelTurnover
In-house Promotionas Key Incentive
ExtensiveRecruitingProcess
GlobalIn-house Staff
Training
Four Seasons Activity Map
UniqueCustomer Service
Experience
Focus onHotel Management
ConsistentGlobal Branding
Superior StaffService Attitude
Medium-sized,Intimate Hotels
Web Site forEasy Access to Location Data
Consulting to Evaluate New
Locations
Design &Architecture SupportFor New Locations
Expansion into Resorts & Time-sharing
“Golden Rule”Individual
Guest Service
No CustomerService
Department
GlobalProcurementDepartment
Global Sales &Booking Network
Location-basedGuest Database
Low PersonnelTurnover
ExtensiveRecruitingProcess
GlobalIn-house Staff
Training
In-house Promotionas Key Incentive
Consulting to Evaluate New
Locations
Overriding Insight: Customers on the road long for the comforts of home and office
To summarize
• Start with an objective (risk you want to measure)
• Identify the overriding insight (e.g. leveraging across the enterprise to create synergies and protect enterprise value)
• Position the product/service in the market
• Identify the overriding theme
• Empower staff to carry out the activity
Generic Activity Map
ProductPositioning
Overriding RM Insight: RU, PV, IR, AC, ISOverarching Value Proposition:
Generic Activity Map
ProductPositioning
Overriding RM Insight: RU, PV, IR, AC, ISOverarching Value Proposition:
OverarchingValue Proposition
Generic Activity Map
ProductPositioning
TechnicalSupport
Overriding RM Insight: RU, PV, IR, AC, ISOverarching Value Proposition:
OverarchingValue Proposition
People-relatedEngine
Low TurnoverOf Personnel
MotivatingFactor
ContinuousTraining (WIP)
ExtensiveRecruitingProcess
EnablingPrinciple
Generic Activity Map
OverarchingValue Proposition
What we do &what we don’t do
MarketPositioning
People-relatedEngine
ProductPositioning
Website
Design &Architecture
Support
ExpandingBusiness
Focus
EnablingPrinciple
Risk MgmtEveryone’s
Responsibility
Major SupportActivity
HarmonizedDatabases
Technicalsupport
Low TurnoverOf Personnel
ExtensiveRecruitingProcess
ContinuousTraining (WIP)
MotivatingFactorOpportunities
For Development
Overriding RM Insight: RU, PV, IR, AC, ISOverarching Value Proposition:
So that’s the end of the deck
• We then go into a short workshop to demonstrate the value of activity mapping by dealing with a specific client issue
• e.g. how do I know my staff are doing all they can to protect my company from risk?
