May 10th 2010

Our role within ACCOR

To reinforce Accor image regarding services amongst other companies and organizations

To improve Accor approaches in the following domain s :� Marketing, Management and Organization of Services

� Changes of behaviors in management and customer relations

3 septembre 20102

ACCOR R & D unit for Services

1983Creation of l’Académie Accorby Paul Dubrule & Gérard Pélisson

2004Creation of a dedicated daughter company

2002L’Académie Accorsales its know how externally

2006Académie Accor Servicesbecomes Académie du Service

2005Study/Survey on SNCF Service Project

2002Coaching of the strategic transformation of France –

2000L’Académie Accor opens to external companies

2007Launching of the service project of

2008Launching of Contract 2012

Nos racines… et nos ailes…

2009Académie du Servicejoins ACCOR HOSPITALITY

3 septembre 2010

Service Project

2006Service ProjectRenault PER4

transformation of France –Loisirs by AcadémieFirst roll out of a worldwide program (Luxury)

2006TGV EstSNCF Sales Area

2003Service Project Vinci Park

to external companies service project of the DAS

2007Launching of project “Assurément Manager”

2005La Poste Management Forum« Changing within and by action»

2008Launching of program “Customer Orientation”2003

Study / Design ofa Company University for Essilor Laboratories across the world

Contract 2012

Académies in Accor in 2009 : • 16 Académies worldwide• 200 consultants• 150 000 trainees• 50 external companies

2009Service Laboratory for “Ligne H”

2009Launching of Service University

2009Training “New agency concept” since 2004

Our Missions

� Create and initiate your innovative service project thanksto our expertise in :

� Service Marketing

� Service Management

� Service Organization

� Develop teaching methods : service behaviors and their

Our promise

Share 40 years of experience in Service Management and Service Marketing Help you transform Service into a

Our Service Missions

3 septembre 20104

� Develop teaching methods : service behaviors and their coaching by managers

� Guide your transformation toward a service culture.

Promote Service activities and its actors

Notre vocation

Service into a SUSTAINABLE activity

Our propositions

Consultancy for carrying out Service projects � Marketing, Management, Organization� Changes of service behaviors and their management� Creation of a Company University

Skills development :� Reference Training :

�Service Marketing

�Service Management

�Service Sales

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�Service Organization� Tailor made Projects� Master degree in Service Marketing

SERVICE Lab activities :� Benchmark� R & D Project� Clubs� Study trips� Conferences� Publications� Service Challenges (project) : Service “Bernaches”

Our guiding principles

�To give priority to dialogue and sharing in any situation with goodwill and rigor.

�To offer and value tailor made, simple and operational solutions (easily applicable).

� To provoke curiosity, desire and pleasure to learn.

� To encourage sharing of experience amongst service actors.

� To pass on our experiences and methods

� To develop and transmit service engineering

3 septembre 20106

� To develop and transmit service engineering

� To experiment new service behaviors and their management

� To broadcast our knowledge to our members and to capitalize on the diversity experiences

� To promote Service Management ethics

� To facilitate meetings of people with a common research/interest about Services

� To help research developments within the service world

The heart of our approach

3 septembre 2010

Define and share the appropriate service delivery

conditions

Develop behaviours that facilitate encounter with

customers

Strengthen the quality of services offered in a

sustainable way

Service Referential

Behavioural trainings

Customer RelationManagement

ServiCiel©

Our ServiCiel© helps clarifying all components of a service project :

� To specify the service strategy of an organization

� To pilot the service project in a sustainable way and keeping a global view.

� To integrate new elements in a coherent way and when requested by the

3 septembre 20108

Référentielde Service

� To integrate new elements in a coherent way and when requested by the business and the service project.

ServiCiel©

Object :VISION and MEANING of the job and

of its changes / transformationsStrategic AMBITION

Service referentialService PromiseRoles and team missionsService Postures

Management Referential : Managerial behaviors, management rituals, piloting of service behaviors of the teams

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Operational Project :

• Expected results• Performance

criteria

Analyzing according to…Subjects :• customers•employees

• environment / institution

Service PosturesService offerSegmentationCustomers’ Paths

Organization• Space• Piloting

Values

of the teamsHR Management : recruitment, evaluation, wages…

Services Referential

How to associate brand values and service behaviors?

Write a Service Referential in order to consolidate and create a spine to your service approach

(We create it with Managing board, operational

Customer oriented values

Service Promise

Service Mission

Employees’ action guides

3 septembre 2010

(We create it with Managing board, operational teams... In a transverse way)

guides

Customer Segmentation

Customers’ Paths

Rituals & Surprises

Commitment

The Compass of Customer Relations

How can you change the gaze of the teams on the service they give ?

How can you trigger learning situations implying encounter attitudes towards customers ? ENCOUNTER

Mutual and qualifying recognition

The Compass helps identifying preferred

3 septembre 2010

NATURALDeliver a service

but without adapting to the customer

AVOIDANCEHiding behind

rules and procedures

WITHDRAWALTurning down commitmentDropping out

Service Posture

service behaviours.

It helps choosing an encounter behaviouras defined by the Brand Referential

Actor’s Studio

How can you stage and lead teams to master key situations of customer relations?

Cinema and theatre metaphor helps developping behavioural skills of teams in contact with customers

3 septembre 2010

- Managers become directors of their point of sales.

- Contact teams are trained to understand the key service situations of their job, they enjoy improvising using their experience with their own customers

GPS© «Générateur de Performance de Service»

Generator of Service Performance

Piloting and helping employees to adapt their behaviours with customers according to company expectations and in a sustainable way

- Using the Service Referential, the GPS© helps first level managers to debrief service situations that they observed in a professional way. It helps discussing the encounter attitude in an objective way.

3 septembre 2010

the encounter attitude in an objective way.

- Together with a piloting protocol, it facilitates the management of customer relationship and makes it more efficient

Measuring the quality of service

How can you use measure as a lever for improving quality of service?

- Measuring the satisfaction of customers during "critical moments”.

- Adopting devices and periodicity of measures that can also be levers for a permanent improvement of service quality

3 septembre 2010

No1

Feeding Motivation

No2 No4

No1 – Feeding MotivationTeaching methods based on experience and pleasure; an attractive university ; we give sense to managem ent’s role

No 2 - LearningAssessing and validating

No4 – Measuring the impactWhat is the impact of the University ?

Evaluate the effectiveness and performance of the change process

Example of a Service University

3 septembre 201015

No2

Learning

No3

Transfering

No4

Measuring

impact

Assessing and validating knowledge aquired

No3 – TransferingProfessional application of knowledge aquired, with management’s help

What is the impact of the University ? People ? Organization?

Conferences

How can you give a "service orientation" to your co mpany ? How can you deliver the principles and key concepts of a service culture?

- Conferences

- Facilitation in managing board meetings

- Facilitations in Conventions

3 septembre 2010

- Facilitations in Conventions

- Benchmark research

- Organisation and facilitation of Learning Expedition in the US, UK and in North Europe

- Certificates in Management/Marketing of Service activities (Partnership with the IMDS “Institute de Management et de Dynamic de services” of GEM “Grenoble Ecole de Management” )