希尔顿酒店培训资料PPT课件.ppt

ManagingAttentiontoEveryDetail LuxuryService PeopleManagement October2004 1 ProgrammeIntroductionsTheme1 Luxury ItsCharacteristicsandClientsFilm SellingLuxury Luxury thecharacteristicsofluxury clientsintheworldofluxuryTheme2 Luxury ServiceFilm 6coffees 6pleasures TeachingconceptsTheme3 TheManagementofLuxuryServiceTheManager theimportanceofpayingattentiontoeverydetailConclusion 2 MOREIMPORTANTTHANANYTHINGELSE THEPRESENTATION 3 4 YourViews Whatarethesimliarities differencesbetweenaClubMedVillageandaluxuryhotel Doesarelaxing friendlyenvironmentcomplimenttheluxuryexperience AreluxuryclientsimmediateorpotentialClubMedclients 5 AFilmSellingLuxury 6 OurobjectiveToconsiderthefollowingthemes WhatisLuxury Luxuryclients ThecostofLuxury TheconstraintsofLuxury WhatdoLuxuryclientsexpect Thecommercialimplicationsofeachoftheabove Paycloseattentiontothetiniestdetailsandidentifyingthekeypoints 7 Theme1 Whatismeantbytheterm Luxury 8 Luxury Aneedwhichiscreatedwhennecessityends PaulIRIBE1883 1935 9 TheQuestforLuxury 10 THEME1 WhatExactlyistheWorldofLuxury DistinguishingcharacterisiticsTheWorldofLuxurycreatesdreamsSynonymouswithexceptionandtraditionCraftsman ArtistThepriceoftheexceptionalPrivilegeDemandTheExclusivityliesintherarityoftheofferingDonotconfuseLuxurywithupmarketLuxuryistheartofliving ANEEDWHICHISCREATEDWHENNECESSITYENDS 11 Luxuryisnotjustdetail Luxuryistheconstantattentiontothetiniestdetail 12 Luxury Luxurybeginswhenemotionovertakesreason 13 Thegreatestluxuryisthatofrelationshipswithothers AntoinedeSaint Exup ry 14 Luxury QualityTraditionTimelessMaterialsAuthenticityCraftsmanshipBeautyPleasureADreamFinestDetailInnovationRespectExceptionExclusivityPersonalised 15 Somethingwhichisexpensive refined sumptuous exceptional notsomethingwhichmeetseverydayneeds DictionaryDefinition Larousse 16 THEME2 WhatmakesLuxuryproduct LimitedproductionandpromiseofqualityTheskillofthecraftspersonTheupmostqualityLevelofdemandTheexpectationofguaranteedtotalsatisfactionPleasurePayingforquality 17 THEME3 Let stalkabouttheClient RespectfortheClientClientshouldberespectedasanindividualbefore duringandafterthesaleIftheclientrecieveshismoney sworth hewillfeelthathehaspaidtherightpriceBecausethepriceiswhatthepriceisSaygoodmorning smileandwelcomebacktheclient it severybody sresponsibilityandwhat smoreitcostsnothingExpectations motivations dreamsKnowhowtolistenandtoreallyunderstand 18 THEME4 Inadifficultandcompetitivesituation shouldwedifferentiateonprice ThepriceofaLuxuryisjustifiedIftheprofileofaClienthasbeencorrectlydefinedTheClientunderstandsthepriceThepriceofaLuxuryitemisjustifiedfirstandforemostbyitscosts Thereisnotmuchtogainthroughagoodsellingexperience howeverthereismuchtobelostbyabadsellingexperience 19 THEME5 WhatmakesagoodsalesmanintheworldofLuxury KnowinghowtodefinetheprofileoftheClientAnexpertwhoseroleistoadviseCreatethedreamfortheClientsThesalesmanisanadvisor rightattheheartoftherelationshipwiththeclient theproduct theimage thebrandYoumustbelieveintheproduct understandit beproudofitandderivepleasureinsellingitThefirstqualitymustbetheorganisationThecapacitytolisten hismentalattitudeandunderstandingoftheproductThattheproductmatchestheirneedsBeingabletovisualisethebenefits 20 THEME6 WhatadvicewouldyougivetotheemployeeofaLuxuryhotel Youshouldneverstartbytalkingabout thesmallestproductorprice TheemphasisshouldconstantlybecarefulnottopanictheClientNeversuggestthemostexpensiveproductfirstAgoodemployeeshouldbeconstantlyquestioninghowwelltheyareperformingandwhetherthetareatfault SellingaHermeswatch orsellingastayinaLuxuryhotel thesamelevelofattentionisneeded 21 Theme2 LuxuryandService 22 AFilm6Coffees 6Pleasures 23 Whatdoyouthink 24 25 FunctionalNeeds EmotionalNeeds ReachedLowValue Expectations HighValue 26 FunctionalNeeds CleanlinessPersonalSpaceBasicelementsofcomfortServicesprovided Typeofestablishment 27 EmotionalNeeds SensoryNeeds RelationshipNeeds 28 SensoryNeeds WhereSizeDecorationArchitectureMaterialsLightTemperatureAmbience SmellAmbience SoundInnovation RelationshipNeeds WelcomeSmilePresentationConsiderationPresentationAttitudeSpeechAdviceSpecificattentiontodetailDeliveringtheservicePersonalising 29 30 What accordingtoyou arethe3dimensionsofLuxuryservice 31 The3DimensionsofLuxuryService TheArtofServiceintheLuxurysectordependson3dimensions aspects TheProfessionalDimensionTheHumanDimensionTheAestheticDimensionIneverycontactorbehaviour visibletotheclient thereshouldbeabalanceacrossthesethreedimensions 32 The3DimensionsofLuxuryService TheProfessionalDimensionThisdimensiondependsonknowingwhattodo Itbringstogetherallthe technical knowledgewhichajobdemandsandenablestheexpectedservicetobegiven ProfessionalMannerKnowledgeofthetoolsKnowledgeoftheproductThecultureofthetask Thisparticulardimensionrequirestheclosestsupervisionbymanagement theslightestmistakeisapparent Itisoftenthisdimensionthatthemajorityoftrainingisfocussed 33 HumanDimensionThisdimensiondependsonknowinghowtodoit Itisaboutalltheactionsandwordsthatgenerateaspecialrelationshipwiththeclient Itisnotaboutknowingwhattodo butratherhowbesttodoittomeettheclientsneedsandachievehissatisfaction Thisisthedimensionthatismostsensitivefortheclientasitaffectsemotionsandfeelings The3DimensionsofLuxuryService 34 AestheticDimensionThisdimensioncomesfromknowinghowtheexperienceshouldlookandfeeltothecustomerandcreatingthatexperienceinallitssensesfortheclient Youcouldarguethatthefirsttwodimensionsarenotspecificto Luxury butthisoneis WhatIdomustbeeffective professionaldimension beabletobe touched humandimension andbe beautiful aestheticdimension HowIbehave mygestures myintentions mypresentationmustallbeinharmonywiththeworldwhichsurroundsus KnowinghowtobeandliveisdirectlyconnectedtotheworldofLuxury The3DimensionsofLuxuryService 35 Minimalthreshold HUMANDIMENSION PROFESSIONALDIMENSION AESTHETICDIMENSION Whenprovidingtheservice theriskisthatwefavouronedimensiontothedetrimentoftheothers Theprofessionaldimensionwhichincludesefficiencyoftentakespriorityovertheothers The3DimensionsofLuxuryService Dependingonthecircumstances thelevelscanberaisedorlowered takingcarenevertodropbelowacertainthreshold 36 ServiceRiskAreas 37 TheQualityoftheService FrequencyofContact Attendance QualityofService ClientIndulgence Optimum DisatisfactionforClientlimited MaximumDissatisfactionClient Thelessertheimportanceoftheactivity thelessthecustomerwillbeaccepting andthemoreonemustbevigiliant 38 Whatpositiontotakewithrespecttotheclient 39 Client Me Servility Superiority Me Me Me FollowtheclientRespondtohisquestions GuidetheclientAskquestions TheRelationshipPosition 40 TheRelationshipPositionHowtoactuallydothis Besurethatthispositionisthatexpectedbyyourclient Haveaperfect professionaldemeanour Donotbeafraidofmistakesandtheirconsequences Haveconfidenceinyourownabilitiesandhaveconfidenceinitsvalue Comeacrossassureofyourselfandyourcompetence removedoubtinyourself BesureofwhatyoucanbringtotheclientBeanexcellentlistenerandknowhowtoasktherightquestionsCheckregularly