Once we have decided what we want our guests to experience, we can then look specifically at what actions we need to take to make this a reality. Phase 2: We can now decide in which way we want to deal with our guests to contribute to that desired experience. If everything is focused on that desired guest experience, this also means that the Accor- Hotels leadership should be focused on that aspect and on how our leaders can help our Sofitel Ambas- sadors demonstrate the required behavior. Phase 3: The leaders therefore need to be trans- formed and equipped in order to be able to trans- form, coach, assist, guide and cooperate with the Sofitel Ambassadors. Phase 4 & 5: As we will be mainly concentrating on behavior today, we will not be discussing the latter 2 phases. Ask: What do you think about this Reverse Thinking model? Have you perhaps experienced companies yourself where you felt that the service/focus was really about you? Somewhere where the employees really made an effort?
Ask: Does that approach make you feel welcome or valued?
Phase 1: The telephone company wants to sell phones. In order to do so, they present telephones in the shop windows. To make sure the right phone is placed in the window, they have processes and procedures in place. Phase 2: These processes contribute to correct purchasing and transportation of telephones to the actual shop. Of course there are also procedures for the return of goods, the warranty system, etc. Phase 3: To be able to control these processes, there are managers in place to coordinate all the processes and procedures. They also manage the employees along the way. Phase 4: In turn, the employees do their very best to do a good job and therefore to apply the processes and procedures. Phase 5: And so what the guests actually experience is a direct result of these 4 phases. In those kinds of organizations, we can say that the process is leading in everything they do.
Facilitate the answers and then say: Well, it certainly doesn’t move me… Why do I not feel welcome when I hear that? Facilitate the answers and then conclude: People only feel really welcome when they can sense it was genuine. That it was not just a standard approach, but was personalized.
Say: Now is this the way we want to be seen/por- trayed at AccorHotels LUB or Sofitel in particular?
Conclude: If our guests are truly the most important aspect for us, don’t you agree that everything we do should be aimed at the experience we want to achieve for them? Introduce the video clip by saying this is a great example on how the Water company has thought about the experience of their customer.
Show the “Contrexperience” video; youtu.be/ bGJSEEx2pXc
Ask: Who can give me an example of an organization that works in this way?
( Show the model of Reverse Thinking– and explain the phases)
Facilitate the answers and then say: When a certain organization works in this way, it does not mean they are not successful. A well-known example of such an organization is McDonalds. They focus enormously on processes and procedures. Even their guest approach works according to a fixed script. When you enter a McDrive, they will always ask you the exact same question: “Welcome to McDonalds, can I take your order please?”
Phase 1: As you can see here, we’ve turned the first model around in order to ensure that we start with our guests and Sofitel Ambassadors and what we want them to experience. The experience of our guests should be central to everything we do.
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