Discussions on hospitality industry related challenges, innovation, trends and information
February 10, 2012
November 18, 2010
Hospitality, the Cloud and what it means
Cloud, the cloud, cloud computing, what are these terms and what do they mean to me. The cloud, as it is referred to is a name for servers that work together, similar to a server farm or cluster, and are used to provide systems and acces to applications and data for users not neccesarily located at a single site, or in a single city and often sues web-based interaction with the various clients. Infosys has spent a lot of time looking into, and working with cloud computing and several of our clients are looking at developing their legacy and stand-alone platforms to work in cloud environmrnts. What this means to most of us is that we no longer need to house, maintain, expense the servers that run our applications and systems because these servers and systems are now located at any number of sites around the world and I just access them to operate. The cloud can also offer the use web browsers rather and installing clients to access many cloud based applications.
I don't want to oversimpify the cloud and so I am included several portions of an Infosys Point of View paper on cloud computing.called appropriately, Jump Start Cloud Adoption.
'Cloud computing, an old idea in new clothes, is currently a favored approach to cut costs in IT and streamline and transform operations. The current economic climate has provided additional impetus to finding strategies that rapidly achieve tangible bottom line benefits using these technologies. The industry defines the term cloud computing to generally imply the ability to achieve rapid resource demand elasticity (scalability) coupled to a utility or pay-as-you-use pricing model (rather than purchase the software and pay annual maintenance). However, the broader context includes not merely ... vendor agnostic definition but also ... a range of strategic options ... at which the underlying technologies are enabled and consumed. In addition, ...(e.g. virtualization) can ... be applied (to) add a further layer of complexity to adoption strategies. To further confuse things each provider, vendor, and enabler have numerous white papers and strategies that espouse the "right" way to adopt and benefit from this phenomenon. These frequently are thinly veiled attempts to spin the debate towards directions that benefit their business model rather than practical implementable strategies for end consumers. The final nail is attributable to the rapid changes that are occurring in the industry as new players, standards, and technologies emerge, mature, evolve, or are discarded.
Given this landscape and environment there are great risks to adopting incorrect, overly complex, or unrealistic strategies even if such strategies are conceived, planned, and executed with great skill and expertise. This (blog will) discusses some simple strategies that save costs immediately and also increase the chances of successfully adopting these technologies over the long haul. It strives to present options that are robust in the face of the tremendous rate of change this industry is experiencing at the moment and which are thus likely to provide lasting benefits in addition to the immediate cost savings. These strategies are not predicated on the success or failure of any industry player nor do they presuppose future industry evolution pathways."
"A major barrier to widespread adoption of cloud technologies is the real or perceived loss of control over resources and data when using cloud providers. Not just organization silos, but large enterprise wide information technology departments are loath to relinquish control over key resources. In some instances, the concerns and rationale cited (ranging from security, SLAs, to accountability) are legitimate, while in other instances they are merely a defensive response to disruptive change."
Wow, what a huge amount of information and this references only a portion of the full document. In summary, adopting cloud can reduce your need for hardware, increase your flexibility and scalability, and change the way you buy and consume software and systems. The downside is adopting cloud technology and systems can be intimidating and if implemented incorrectly can impede operations and business.
I will discuss more on the cloud in following blogs over the next several months as we work towards understanding the incredible benefits cloud computing offers businesses today and tomorrow.
September 1, 2010
Technology and Guest Service
Technology alone can't and shouldn't solve all of a guest service problems, because after all, guest service is serving the guest, and the best way to do that is with a human touch. I agree that there are many non-human based technology adjustments and additions that can greatly enhance guest service, from unbelievably complicated and robust in-room entertainment systems that change languages based on the guest preferences, and adjust room temps, and lighting based on the guest requirements to making reservations for a guest, checking them in while they are in the limo or cab from the airport to setting up a tee time and moving their golf clubs to valet the next morning. Wow, how cool is that.
The guest would be awed at the level of guest service and except for the bell-person, the guest didn't really interact with anyone, but yet the level of guest service was exceptional. As long as technology alone isn't seen as a source to provide guest service, but rather as part of a concert of human, technology, vision, timing and expectations, adding technology to a hospitality property is not only the wave of the future, it is expected and even demanded by more guests every day.
I'm a techie at heart and enjoy all that technology has done for hospitality, and will continue to do for it, and I eagerly anticipate how high the hospitality industry will push technology for the guest. I want to see the system know when the guest walks into the lobby and a bell-person suddenly walks up and knows the guest's name and what room they are going to without asking. Then as the guest is escorted to their room a room service attendant is delivering the guest's favorite water and coffee to their room and housekeeping is adding more towels and a feather pillow. The guest walks into the room and the TV comes on and welcomes the guest, by name in their native language as the curtains draw partially closed and the temperature adjusts to the correct temp for the time of day.
Technology is advancing every day and hoteliers and technology providers working closely will drive the industry of both companies faster and faster so what we know or expect from guest service today will be a much different animal in the very near future. I personally can't wait to hang on for the ride.
July 21, 2010
Guest Service for Hospitality
Guest service, we've all heard it, and we all know what it is, right..not quite!!
Guest service for hospitality can take on many faces, from the Operator and Reservations person who answers your call, to the Front Desk staff, to the Housekeeping staff, hospitality provides guest service at every corner of its operations.
This is great, when it works well, but all too often, what the management thinks is happening on their property and what is REALLY happening can be two very different things. So how do you manage what your guests are experiencing?
There are a myriad of systems available to help the management with their guest service, such as work flow systems that prompt staff to follow certain steps and use certain language when talking with guests, and automated prompted systems that help guide guests, and even systems in the guest rooms that are menu driven so guests can find what they need and want.
But now look add in multi-languages, cultures, races, religions, etc. and so now guest service takes on a whole new level of issues. How do I know what is different about each guests background, likes, dislikes, food and cultural sensitivities, or correct greetings?
Many of the systems being built and re-tooled are addressing many of these topics, from knowing what languages the guest speaks and changing their in-room systems to their language, to directing their calls to language and cultural operators, to ensuring room service menus are setup to address their particular style and preparation of foods.
Management has to take a stance on what they want to provide, then make concerted efforts to ensure their systems are ready and assist them at every possible point of guest interact as a great way of treating their guests like they would like to be treated.
June 30, 2010
Hospitality at its core
Hospitality, what is it? Where is it? How do I use it?
Hospitality at its base is Hotels, Food and Beverage, Entertainment, theme parks, basically anything that offers you a pleasant experience, or hospitality.. corny I know but it works..
Is hospitality people, technology, guest service, software? Yes.. I know it sounds fairly straightforward, and it should be, but as we all know from our own travel and entertainment experiences, some places do it very well and others don't.
Why not, well, we'll leave that for other blogs..but we do need to start down the path of hospitality enlightenment and I hope you enjoy the trip.
Hospitality is people, people like guests, front desk staff, housekeeping staff, valets, pretty much anyone that is neccessary to operate and use the various venues, whether it is a hotel, a resort, or a restaurant.
Hospitality is also technology, because without technology, hospitality will run..less effectively, and for anyone that has been in hospitality support, you have seen when technology doesn't support the operations and guests.
People and technology have to work together, in concert, in a symbiotic relationship in order to maximize the effect. Either one without the other and there is trouble brewing.
I'll get into guest service issues in the next blog.
Customer Loyalty Programs, What good are they to me? Part 2
In my previous blog, I started to look at the value a Customer Loyalty Program and the issues. This Part 2 will look at how both companies and patrons can work to get the most out of these programs.
The initial issue resides with the company. Do I implement a Customer Loyalty Program? Will it give me what I'm need for my company? The biggest issue isn't usually gathering the patron data itself, rather how the data is used, reviewed and understood by the various company staff that will be looking at the data and making decisions based on the data.
The data is complicated and full of nuances. Is a patron spending $4.50 at a coffee shop having an issue because they didn't purchase a muffin as well? In order to really understand the data, the company, and its staff must step back from the raw numbers and look at the real world and this is the start of an issue. As a company full of people, we have various different roles, responsibilities, but we also have different lives, families, knowledge, skills, etc. These all come into play when looking at the patron numbers during the observation.
Many companies solve this, both arguably good and bad, by relying on formulas in the Customer Loyalty Program. Isn't that what the salesman told us it did for us? Sure it does, but what this process misses is the human aspect. Maybe the coffee buyer had a child running around and had to track them down so they left in a hurry. Is there an issue with my company or guest service?
Next, the patron, hesitant to wanting to be observed needs to understand that by observing their stay, the company can better serve them, both today, and tomorrow. Many patrons are getting better at this but the company needs to work hard at making the patron feel that their stay information is treated with compassion, understanding, and discretion.
The last point I wanted to make is that the systems are just that, a system and in order to truly know their customers, the company needs to truly understand the data. If I have a program threshold of $500 dollars a month during stays to get a free breakfast, then what about the patron who comes in three times a month and spends $160 a time, which is the better patron, the bigger spender, or the more frequent. The system says the bigger spender, but the more frequent is a better testament to the company.
Customer Loyalty Programs, What good are they to me? Part 1
As a fiscally responsible person, whether it is a company executive or a patron, you are always looking for ways to maximize the value for your hard earned money. One of the ways to do that is through the use of a Customer Loyalty Program, see Effectiveness of Loyalty Programs for additional Loyalty Program information.
As a company, I want to know who my patrons are, what they like and don't like, spend and just as important don't spend, where and why. After all, I can't fix it if I don't know it's broke, and most customers that get bad service or have a problem will not only not tell you, but will also not come back, nor recommend your company. So how do I solve this dilemma? In a minute..
As a patron, I want to stay where others have stayed and have got treated well and liked their stay. I want to know that the company I'm staying with, or spending my money with thinks of me as important, important enough to want to get to know me, know what I like and how to treat patrons better and better over time. How do I find this company and how do I get them to know me? Here it comes..
A Customer Loyalty Program, which usually consists of an application and a set of supporting processes can solve these issues. The application is used to get to 'know' the patrons by observing their stays, by communicating with everything and every staff member the patron comes into contact with and interacts with. The restaurant for breakfast, the shopping outlets, the lunch cafe, the coffee bar, the showroom, the room service team, everything that will help the company get to know what the patron likes and where they go.
The company can then 'see' the patron, and once they see the patron the company can work to address any issue the patron may have had, or see that the adjustments the company made from previous patron information is working as it is supposed to.
Wow, all of a sudden the patron and the company are working towards the same thing, making the patron happy and working to get them to enjoy their stay and come back to stay again. Almost.. here is where we run into the snags.
Two issues here, and both are human based. First, the company has to 'want' to have and use the system, then they have to know 'how' to use the system, and then they have to know how to 'adjust' the system. It's starting to get more complicated.
The second issue is the patron. They have to want to allow the company to observe them, then they have to use the system everywhere they go with regards to the company so the company can observe what they do. Then the patron has to see the value in letting the company observe them.
Part 2 will dive into the issues and how to address them, both as a company and as a patron.
