Ready to Serve_Jackson Hole Mountain Resort_manager version

HOW WILL JHMR LEVERAGE THE
# 1 RANKING IN SKI MAGAZINE?
Prepare for and deliver exceptional
experiences that keep them coming back
Ready to Serve_Always an Ambassador

1

Cathi Hight


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Session Objectives
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Recognize the challenges and
opportunities of being a destination town
Explore what it takes to develop a Ready
to Serve culture
Identify what you need to “up the game”
of quality service
Reinforce what it means to Always be An
Ambassador


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What Does it Mean to Be #1?
•

With this award, what expectations will our
customers have?

•

What challenges will we face this season?


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The Jackson Hole Service Chain
1.

2.
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4.

Mountain Resort + Town of
Jackson create the overall Jackson
Hole destination chain
Each business is a link that delivers
on the overall brand promise
Each employee is a link that delivers
on the business brand and is Always
An Ambassador of JHMR
Every link builds or weakens the
service chain


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Everyone is a Customer
A customer is . . . whoever gets your
work next . . . anyone who uses the
information, products, services you
provide . . . internal or external.
You are Always An Ambassador, whether
at your work station, on your ski break, or
riding the bus.


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Moments of Truth

(delivering on the Always An Ambassador promise)
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Customer calls a business
Customer walks into a
business
Customer buys something
Website impressions
First impressions at airport
Quality of products/services
Follow through by staff

“Anytime a customer
comes into contact with
any aspect of a business,
however remote, is an
opportunity to form an
impression.”


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STRATEGIES TO
CREATE A READY TO
SERVE CULTURE
How to Ensure Everyone is Always
An Ambassador for Jackson Hole


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Strategy 1: Develop Customer-Centric Staff
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Hire customer-centric staff

“Don’t send ducks to eagle school.”

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Train, recognize and reward
quality service (internal/external)
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Provide opportunities to learn
Service starts from within

Walk-the-Talk around service
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Hold staff accountable to your
Customer Service Standards
Model the behaviors you want to see


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Strategy 2: Align with Customer Expectations
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Give them what they want
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Understand their expectations
Realize that destination customers
have multiple choices
Provide opportunities for their
entire party/family

Be available when they are
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Why Great Until Late is important
Capitalize on opportunities
presented by customers


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Strategy 3: Practice Kaizen—Always Striving
for a Better Way
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Improvements in your business

Evaluate processes, ways of doing things
Streamline and eliminate redundancies
Make small changes & maintain them
Save money, be more profitable

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Be a better manager
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Invest in self-improvements
Ask staff for feedback

Improve customer experiences
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Learn from observations
Ask for customer input
Value feedback from staff


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These Are the Tools That Help
Reinforce Always An Ambassador


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#1 Commandment: See it
Through the Customer’s Eyes
Put yourself in their shoes

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It’s a “first” for many of them
This is their special vacation
They may have encountered
challenges getting here
Live the customer experience

Treat others as you want to be
treated

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Empathize with their situation
Don’t repeat your “bad customer
service” experiences
Remember that customers are our
most important priority


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#2 Commandment: Attitude is a Choice
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Choose to serve others

Act as though you like what you do
Always be an ambassador

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Decide to have a great day at work
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Your attitude is contagious
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Don’t complain about the company
Leave your personal issues at home
Good behavior starts with yours
You’re responsible for how you feel
Look in the mirror

Catch someone with the right attitude
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Nominate co-workers for Ambassador Club


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#3 Commandment: Good Manners are Timeless
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Acknowledge customers

Make eye contact and smile
Greet them warmly
Notice if they need assistance

Mind your body language
Show that you’re listening
Pay attention to them
Align behavior with words
Open doors for them

Thank customers for their
business
Be sincere
Invite them back
Make them feel appreciated


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#4 Commandment: Make it Easy to Buy
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Be available for customers

Great until late (or at least until 8 pm)
– Suspend “busy work” that can wait
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Make doing business convenient
Offer flexible terms
– Provide multiple points for access
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Find ways to make it easier
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Offer suggestions or options (alternate
activities or times)

Create simple systems
Streamline processes
– Make it user-friendly
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#5 Commandment: Add Value to
Every Transaction
Provide the highest quality

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Offer outstanding products and services
Be knowledgeable about JHMR’s products
and services (e.g., take the free employee
Mountain Sports School lesson, review the
JHMR web site, go with hosts on a tour)

Provide more than expected

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“There’s no traffic on the extra mile.”
Engage in pre and post visit communications
Follow up to ensure issues are resolved and
that experiences went well

Save customers time and $

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Help them save more and buy more of what
they want


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#6 Commandment: Find Ways to Say “Yes”
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Make exceptions, when possible
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Say what you can do, not what
you can’t
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Practice principles, not policies

Make appropriate decisions

Give customers options
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Consider alternatives


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#7 Commandment: Take Responsibility
Apologize even if it’s not your
fault
Explain what happened,
without blame
Take timely action
Do what you say
Compensate for the
customer’s inconvenience
Use the We Care program

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Basic Recovery Steps
Offer a We Care Card appropriate
to the situation


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#8 Commandment: Make it Personal
and Don’t Take it Personally
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Make customers feel important
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Ask for and use their names
Recognize them
Compliment them sincerely

Sometimes, it isn’t about you


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#9 Commandment: Create Magic Moments
Identify and anticipate needs

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Serve before being asked
Build on their experience

Create a memory, not a
nightmare

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Help them to have a “once in a
lifetime” experience
Do something special for someone
they care about

Do something unexpected

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Surprise them (in a nice way!)
Turn ordinary into extraordinary


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#10 Commandment: Find a Better Way
of Doing Everything
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Practice Kaizen

Make it better for customers

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RFID ticketing/scanning system
• Dear Jerry cards
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Create more profit for the company
– Focus on self-improvements
– Be informed, learn something new
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Give customers a say

Ask them how to improve the experience
– Create incentives for suggestions
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Session Summary
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It takes everyone to make a positive Jackson
Hole experience
You set the tone for performance
Keep supporting the message for what it takes
to deliver exceptional service
Practice being a little better each day
Remember that you are Always An
Ambassador for the Jackson Hole Mountain
Resort


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Ready to Serve_Jackson Hole Mountain Resort_manager version

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