13
© 2015 AIDA Cruises. All rights reserved. „I LOVE TO SEE YOU SMILE“ THE SERVICE INITIATIVE Steering Team April 2016
© 2015 AIDA Cruises. All rights reserved.
„I LOVE TO SEE YOU SMILE“ THE SERVICE INITIATIVE
Steering Team April 2016
© 2015 AIDA Cruises. All rights reserved.
2
Why a Service Initiative?
We are very proud of what we have achieved so far regarding guest satisfaction in the 21st AIDA year. This is very good. Great actually. Our NPS YTD (only in the winter season so far) is almost 50... Tendency in summer: Upward! The number of excited fans (9-10) and „detractors“ (0-6) is twice as high. Until 2020, the number of guest will increase by about 50% per year in Europe. And we will almost double the number of employees. We want many new guests and staff members to get enthusiastic about AIDA . And, thus, ensure our success and our growth. Remain sustainable.
You can ignite in other's only the fire that burns in yourself .
AUGUSTINUS AURELIUS
© 2015 AIDA Cruises. All rights reserved.
3
What is „I LOVE TO SEE YOU SMILE“? The AIDA Service Initiative
The initiative will establish rituals for strengthening AIDA‘s positive service culture. In-house. On board and onshore. At all levels. Together. For staff and guests who have been here and especially for those new who will join. We want to create enthusiastic AIDA promoters.
Guest in the centre of our culture,
product development and
operation.
Hosts with a positive and courageous
attitude
Executives who encourage individual
service
© 2015 AIDA Cruises. All rights reserved.
Compliance Seeing with own eyes Department-Silo-Thinking Heteronomy Observe standards Explaining rigid General Business Terms
Complicated forwarding Revenue pressure Measure all with the same yardstick Focus on detractors Wasting time with „complaining“ Deficits in communication Fear and punishment ‚culture‘ Cost pressure Shortage of time
Which ‚mindset‘ would we like to support? From MUST to WANT
Commitment
To see what the guest sees Guest-experience-awareness
Self-responsibility Developing standards and products
Updating general business terms Uncomplicated and flexible support
Selling emotional experiences Supporting individual solutions
Telling promoter stories Using time for problem-solving
Approaching each other proactively Courage and appreciation culture
Using scale factors
Excluding unimportant issues
THREE NEW RITUALS
ARE YOU WITH US?
© 2015 AIDA Cruises. All rights reserved.
Ritual NO. 1 THE I-QUESTION How can we create a solution culture? When is the question necessary? Guest contact and decision situations.
6
WHAT CAN DO TO TURN THE GUEST* INTO A
?
*alternative „employee“, “colleague“, “business partner“
I
© 2015 AIDA Cruises. All rights reserved.
Ritual No. 2 SMILING MOMENTS How do we communicate? Tell a promoter story in every meeting.
Stories touch
our heart Best Practises
Remain in the memory
funny
emotional pictorial individual
The storyteller for the next meeting can be nominated. That is exciting.
inspiring
© 2015 AIDA Cruises. All rights reserved.
We will… …tell emotional stories about „smiling moments“ …encourage our guests to retell these stories …reward special services with a true benefit …show guests and employees how important their „smile" is …promote mutual appreciation and the sharing of ‚Best Practices‘ …encourage imitation and „moment creation“ …retain guests and employees via exclusive experiences …positively impact on our corporate culture • For details see the Smiling Star Award concept
(The award will be presented on board and ashore)
Ritual No. 3 SMILING STAR AWARD How do we honour success?
THREE NEW RITUALS
1. ASK THE „I-QUESTION“
2. SHARE SMILING MOMENTS
3. REWARD SUCCESS
EVERYBODY DOES IT. WHAT ABOUT YOU?
© 2015 AIDA Cruises. All rights reserved.
Why this credo? I LOVE TO SEE YOU SMILE!
10
• Almost all AIDA staff speaks smartphone language • International, no translation is needed • Works for all relations (staff>guest, staff<>staff, management<>staff) • No finger-wagging, emotional, nice, positive • First person view (encourages self-responsability & positive thinking) • You-form (encourages relations to guests and colleagues) • SMILE = AIDA‘s corporate claim
All information on brand manual and logo are available at: [email protected].
© 2015 AIDA Cruises. All rights reserved.
Secret of Smile Challenge More thrilling than Icebucket… Smiling Star Award Here, the promoter story maker is rewarded.
(Stories can be used on meetings)
Smiling Moments Compliments from our guests YouSmileTube Service-Know How from colleagues for colleagues
(you can use it as meeting topics)
AIDA Basics AIDA corporate claim and product knowledge Have Fun e-Cards that make us smile
(For technical reasons on-shore only at this stage) Suggestions? Input? [email protected]
The intranet page on the initiative (available from 14.4.) Servic know-how & SMILE for the AIDA Crew (Germ.+Engl.)
© 2015 AIDA Cruises. All rights reserved.
12
WHEN? ON BOARD ONSHORE CONTENTS to be found at…
22.-30.3. SURVEY GUEST CENTRIC THINKINGAssessment of the survey and of the feedbacks from GM Meetings and Value Workshops
Questionnaire, German & English.Minutes Conference/Workshops
bis 11.4. Telephone communications with all GMsInvolving many Training&HR Manager
Preparation by the Steering TeamPresentation BL Meeting
Management compass
14.4. TEASER CARDS for starting INTRANET PAGE and SECRET OF SMILE CHALLENGE Teaser card, Intranet page
Soft Start April/May
SMILING STAR AWARD Guests nominate per journey (Prime Time)
SMILING STAR AWARDMonthly staff voting (After Work)
Smiling Star Award concept
SMILING MOMENTS A colleague tells a promoter story in team briefing & meetings and nominates another colleague for the next
briefing meeting
Management compass
SMILING CREW ONLY CARDSPostcards for collecting and giving pleasure accompany the initiative
Print & Intranet
29.4. MA EVENT PRIMAThanks and congrats to board and onshore crew
Visuals
MAY START MYSTERIOUS SMILE-WORKSHOPS FOR STAFF & EXECUTIVE MANAGERS
Onshore-Workshops - in planning 19.4. Presentation( Manager Training Conference)
JUNE Topics for EXECUTIVE MANAGER MEETINGS, SENIOR OFFICERS CONFERENCENETWORKING WITH EMPOWERMENT INITIATIVE, 20 YEARS AIDA
Concepts in progress
SUMMER SERVICE CREDO CARDS Generated from from onboard workshops and YouSmileTube posts
No time limit. This initiative will be lastingly implemented, especially with new recruitments and product developments.
Steering Team initiative: Patron Felix Eichhorn, Customer Experience Richard Welge, HR Kerstin Will, Entertainment Borris Brandt, GM Support Christopher Leikauf & Marc Spingler, Training Dörte Raasch & Harald von Aschoff, CMG HR Tino Hensel, AKC Miro Germanotta, Communication Catharina Brinckmann & Hansjörg Kunze, Marketing Björn Franz, EC Support
Anita Witt, Steuerung Yannick Fiedler
What is planned?
© 2015 AIDA Cruises. All rights reserved.
The Steering Team wishes good experiences with the initiative‘s tools and would like to thank all idea providers
and implementers.
Questions? Impulses? [email protected]
