GUEST Service

I have not been keeping this blog updated in the past few months as it has been a very hectic period for me. I am beginning to see the light in the tunnel, with the semester of teaching coming to an end soon. Below is a blog posting entitled, "Treat Your Customer as Your Guest" by NUS office of quality management which I find very meaningful. It is also appropriate since we have been hosting a number of professors visiting Singapore.

photo: Geoff, US (July 09)

One of the key success factors of great service organisations like Ritz Carlton and Walt Disney is that they treat their customers as guests. Therefore, to deliver great service, we first need to embrace the paradigm of treating our customers as guests. This involves learning and practising the "Guest” philosophy, a set of principles for delivering the extraordinary guest experience.

photo: Tony, US (Oct 2009)

Generosity in hospitality : The word “hospitality” is known as the act of generously providing care and kindness to whoever is in need. As a host, one should not only be concerned about meeting or exceeding the guest’s physical and functional needs, but also about satisfying his psychological and emotional needs. In the paper “Customer Experience: The Next Competitive Battleground” by Beyond Philosophy, 69 per cent of all consumers surveyed said that emotions accounted for 50 per cent or more of every customer experience. Therefore, to win your guest’s approval, satisfy his psychological needs; and if you want to win his heart, satisfy his emotional needs.

photo: Gianluca, UK & Dogan, Australia (Oct 09)
Unique individual : Every guest is an individual with unique physical, functional, psychological and emotional needs. Service thus has to be personalised as this would make the guest feel special, instead of like a digit in the stream of customers that come and go.

photo: Simon (UK), Kyung-Hwan (S.Korea) & Charles (HK)

Everyone is welcome : As all customers are your guests, every one of them should feel welcomed and be treated with dignity and respect. There should be no discrimination, prejudice or bias against your guest in terms of age, race, gender, religion or culture. Your guest is a human being; hence, any mistreatment will be felt and such hurt will not go away easily. The damage will be greater if the guest complains about the company to his friends, relatives, colleagues and business partners.
photo: Brent & Cinda (Oct 09)
Service to others : The hallmark of treating your customers as guests is to be of service to them. The host can feel an emotional sense of satisfaction when he sees and senses that his guest leaves the premises happier than when he first arrived.

Total guest experience: The contact that you have with your guest is not simply a short engagement but a summation of all physical and non-physical contacts the guest has with the organisation and its staff. People remember experiences and not just services or products.

photo: HRH The Prince Andrew, UK (Oct 09)
In summary, GUEST Service stands for (1) Generosity in hospitality, (2) Unique individual, (3) Everyone is welcome, (4) Service to others, and (5) Total guest experience.

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Source: Quality Blog, NUS (adapted from the article “Treat Your Customer as Your Guest”, Today’s Manager Jun-Jul 2009).