They will be hungry for more

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They will be hungry for more

• Customer Loyalty in the Hospitality Industry
• Heiko Figge
• Chief Operating Officer- Thistle Hotels

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Welcome
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What service is not about!
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Customer Loyalty at Thistle

• An insight into our approach to service and
  product development over the last two years
• How do we retain our customers so that they are
  hungry for more
• A snap shot of our Incentives and initiatives
• Customer Relationship Management and the future
  for Thistle

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Recent Developments

• We have spent 18 months developing our plans for
  the new Thistle brand
• Conducted research with customers
• Analysed where we sit in the market-place
  compared to our competitors
• Developed ideas about what we want guests to
  experience, and tested them out with
• guests
• Agreed on a new brand identity

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Our new identity
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Problem Quality full service hotels can feel
special, but sometimes they are too fancy and
formal and you end up feeling like you cant be
yourself when you are staying there. And although
they have all the things you expect (concierge,
hotel restaurant etc.) the service is so
inflexible and the furnishings are often so
commoditised that the experience can actually
end up feeling a little impersonal and soul-less.
Solution At Thistle we focus on doing the
things that are most important really, really
well from spacious comfortable rooms, to an
efficient and warm service from friendly staff.
We know that our guests expect comfort and
efficiency so a welcoming smile, good breakfast,
clean, simple décor, seamless business support,
and a good bed come as standard. Because we pay
attention to the things which really matter, it
means you can really relax and enjoy your stay.
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How are we delivering the new brand?

• Investment across the entire hotel group over the
  next five years
• Refurbishment and improvements - new bedrooms,
  public areas, restaurants, back of house
  areas
• New attractive and Contemporary Uniforms for all
  staff
• Wireless internet access throughout the hotel
• Introduce flat-screen televisions with
  high-quality satellite TV packages
• A consistent FB offering throughout the brand
  geared to suit our guests needs
• Service training for all guest facing, front of
  house staff
• More training!
• More training!
• More training!

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A New Product Offer for our Customers
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Thistle Service Standards
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The Service Touch Points
The Booking Process
Follow up
Approaching Entering
Otium Leisure
Check In / Out
Meetings Events
Entering Using the Bedroom
Food Drink Lounge/Bar/Restaurant/Room Service
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The Customer is at the Heart of everything we
do!
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Our Approach to Service
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The BIG book of Service
The BIG book of Service
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The little book of service
The little book of service
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The Tool kit
The Tool kit
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Customer Feedback is valuable

• I was really impressed with the customer
• service and I really felt that they cared
• Its nice to be treated like a person instead of
  income
• They went out of their way to help me
• and nothing was too much trouble
• The service they provide is exceptional
  
  I would
  definitely tell my friends and
• recommend them to come here

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A Humorous slant on Customer Loyalty
I have really tried to be nice to my customers
lately
Why what happened?
They kept coming back and back , I couldnt get
a minutes peace
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How customer loyalty is measured
What gets measured gets done-Lou Gerstner- Ex
CEO of IBM
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Our Original Method of Measuring Customer Service
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Customer Relationship Management (CRM) definition

• What is it?
• A strategic approach to understanding and
  building relationships with our customers
• A system that provides us with intimate knowledge
  of our customers needs, wants and expectations
• A basis for competitive differentiation in the
  market

• What are the benefits?
• A means of identifying, acquiring and building
  repeat business with more profitable customers
• A lever to accelerate word of mouth referral and
  advocacy amongst customers and agents
• A way to extend customer relationships across the
  whole group of hotels

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• It is not a question of how well each process
  works the
• question is how well they work together

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Customer Relationship Management

• The vision for CRM is to enable our company to
  better understand, communicate with and introduce
  enhanced products/services to our customers to
  increase their overall lifetime value with us
• The CRM programme will enable product and service
  offer to be more customer driven
• Improve ROI and effectiveness of sales, marketing
  and development spend
• Improve customer brand loyalty and leave them
  hungry for more

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The way forward for Thistle

• Focus on CRM and implement the areas we have
  identified which are crucial to its success
• Continue to develop our product and align to our
  customers needs
• Deliver a consistently high level of service to
  our customers and act immediately on feedback
  especially from our net promoters
• Develop our initiatives and incentives to ensure
  we have the best in place for both internal and
  external customers to encourage loyalty
• Listen to our customers needs

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How can you influence customer loyalty?
If you do what youve always done, youll get
what you always got
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Any Questions?
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Thank you