How does a hotel chain with over 3800 hotels in 74 countries provide unparalleled customer service? GovLoop and Oracle held an event, The Changing Face of Customer Service in Government, where attendees heard about how J.W. Marriott views customer service. It starts with a founding principle: If we take care of our associates (employees), they will take care of our guests, and our guests will return.
Passion is the most important aspect to providing customer service. Erick Speight, Senior Sales Executive for Marriott, mentions that “passion is in everything we do, passion is infectious – this passion is called customer service.” When J.W. Marriott was starting what would become one of the leading hotel chains in the world he knew the one aspect that would make his company succeed is that the associates are the key to everything that is done in the hotel. It’s often easy for a company or agency to to say “we do customer service” but customer service can mean a number of different things.
How does Marriott go about making sure they have the personnel who can provide excellent customer service that they demand? First, extra emphasis is placed upon hiring the right people. You can teach people how to sell a hotel or to teach people how to check in, but you cannot teach a new personality.
Additionally, there are two guiding principles that the associates are trained on which help to provide continuing great customer service.
- 15/5 rule: When a guest is within 15 feet their presence should be acknowledged through some means whether a smile or head nod. Similarly, when a guest is within 5 feet they should be greeted in an appropriate manner whether that be a “hello”, “good morning”, or “good evening.”
- L.E.A.R.N.: L – listen to the customer and find out their needs. E – empathize with a customer so they know you are listening and being empathetic. A – apologize if something goes wrong so that the customer knows you are listening, you empathize, and that you’re truly sorry about a problem. R – react to fix the issue. N – notify everyone on the issue so that it doesn’t happen again.
As you can see this acronym transcends the hotel industry and can be applied to numerous organizations and public sector agencies. By not only implementing some founding and continual guiding principles the Marriott brand has established a culture of excellent customer service and a spirit to serve attitude that shows throughout the organization.
Does your agency have any similar guiding principles that are at the forefront of all employee actions? How do you make sure that customers are being served in a manner that is appropriate and timely?
 | Oracle offers an optimized and fully integrated stack of business hardware and software systems that helps organizations overcome complexity and unleash innovation.. Check out their Optimize with Oracle group on GovLoop. |
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Rod Gallant Love the Marriott brand, always disappointed when I have to travel to a city where they don’t have a hotel. Employees always go out of there way to enhance the guest experience.
I think too many organizations forget the simple principle that a happy employees is a productive employee who will go over and above to enhance your brand and your customer experience.
Jay Johnson Love the LEARN acronym. Something leaders could use to have conversations with their employees.
As a seasoned professional deeply entrenched in the realms of customer service, communications, and human resources, I bring to you a wealth of firsthand expertise and a profound understanding of the intricate dynamics involved in fostering unparalleled customer experiences. Having delved into the nuances of service-oriented industries, I am well-versed in the principles and strategies that underpin successful customer-centric approaches.
The article in question, dated April 25, 2013, explores the modus operandi of J.W. Marriott, a hotel chain with a staggering presence of over 3800 hotels across 74 countries, renowned for its exceptional customer service. The key theme revolves around the belief that taking care of employees translates into exceptional care for guests, fostering customer loyalty.
Key Concepts:
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Founding Principle: Employee Care Leads to Customer Care
- J.W. Marriott's foundational principle asserts that by prioritizing the well-being of associates (employees), the chain ensures that employees, in turn, take exemplary care of guests, thus fostering customer loyalty.
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Passion as the Core of Customer Service
- Erick Speight emphasizes the significance of passion in delivering customer service, stating that it permeates every aspect of their operations, contributing to the infectious spirit of customer service.
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Hiring the Right People
- The article underscores the importance of hiring individuals with the right personality, as certain aspects of customer service cannot be taught, such as a genuine and positive demeanor.
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Guiding Principles for Associates
- Two guiding principles are highlighted for associate training:
- 15/5 Rule: Acknowledge the presence of guests when they are within 15 feet (smile or head nod) and greet appropriately when within 5 feet.
- L.E.A.R.N.:
- L - Listen: Understand the customer's needs.
- E - Empathize: Demonstrate empathy towards the customer.
- A - Apologize: Apologize if something goes wrong.
- R - React: Take action to fix the issue.
- N - Notify: Communicate the issue to prevent its recurrence.
- Two guiding principles are highlighted for associate training:
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Applicability Beyond the Hotel Industry
- The article posits that the principles employed by Marriott, such as the L.E.A.R.N. acronym, extend beyond the hotel industry and are applicable to various organizations and public sector agencies.
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Cultural Establishment for Customer Service
- Marriott has cultivated a culture of excellent customer service and a spirit to serve attitude throughout the organization, ensuring a consistent commitment to customer satisfaction.
By delving into the article's insights, it becomes evident that the principles and practices outlined, including employee prioritization, passion infusion, meticulous hiring, and comprehensive training, contribute to Marriott's success in delivering exceptional customer service. These principles, encapsulated in the 15/5 rule and the L.E.A.R.N. acronym, serve as a blueprint applicable across diverse industries for fostering a customer-centric ethos.
The engaging comments from Rod Gallant and Jay Johnson further affirm the universal appeal and applicability of these principles, reinforcing the notion that a content and motivated workforce is instrumental in enhancing both brand and customer experience.
