Creating a Culture of Guest Service - Key Insight #2
“Your front-line staff must have an emotional connection to you, your brand, place, and experience.”
In order to create a positive culture of guest service, you must find a way to get your staff to care about you because if they don’t, they could derail your brand experience from day one.
Staff who really care, will have loyalty towards your brand and have accountability for everything they do, resulting in higher performance standards, positive behaviours and in turn a better guest experience. On the flip side, staff without that emotional connection are less likely to care about the results of their actions, as long as they are completing their day-to-day tasks, to them that is as far as it goes. An example of this would be a staff member waiting to be approached by a guest who is looking for directions versus a staff member who notices a guest looking lost and approaches them asking if they need any help. This can make all the difference in how your guests perceive your brand.
Two ways of doing this are:
1. Focusing on purpose - Why are they there? What is their purpose?
Most training sessions focus on function only - the day-to-day tasks and activities required from their role. At MoonShot we focus on purpose - the reason behind these tasks in the context of the bigger picture - being a brand ambassador for you.
2. Anytime you communicate with them, ensure you are driving that message - A constant reminder that ultimately, they are there to make sure that your guests have the best experience possible.
Ensuring your staff really care about your brand, will drive them to push themselves into going that extra mile to make certain your guests go away with unforgettable memories.
MoonShot’s Matt Lynch shares his experience on promoting the importance of purpose in successful staff engagement practices during his career in the guest experience industry;
“A staff member's purpose should be emotive. When I joined Disney as a cast member at EPCOT in the fall of 1997 our purpose was - 'To Create Happiness' and at Wembley in 2014 – 'We create the best stadium experience by delivering unforgettable shared moments for everyone who appears at Wembley.' These notions ensured that we always had the guest experience at the forefront of everything we’d do and would drive us to go above and beyond in our everyday duties. It was amazing to see what a difference this kind of outlook made on staff behaviours and the overall guest experience.
It’s so important that your staff members feel like they have a responsibility and themselves an emotional connection to who you are, your history and their impact on your legacy, that is what we mean by purpose”
If you are looking to improve engagement within your team, at MoonShot, we have the skills and expertise to help you with the next steps, to take your guest experience to the next level! Fill out the form to find out more!
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