Focus on Purpose Not Function
Almost every hotel knows that the front-desk experience is absolutely critical to customer satisfaction. So what is the function of the front-desk? To check people in and out of the hotel…absolutely not! The purpose is to welcome the customer to make them feel important, or to thank the customer for their business and tell them that you look forward to seeing them again.
According to Theo Gilbert-Jamison (The Ritz-Carlton) – “purpose is too often ignored in favor of function. Functional competence can be commoditized – you’re just as good as checking people in as your competitor. But, purpose is something that frees people up to contribute with imagination and even passion.”
We couldn’t agree more. Recently, we had a terrible front-desk experience at the Hilton in Barbados. We were checking out of the hotel and wanted our bill reviewed, as our client in Barbados was paying for the bill. How did the individuals behind the desk treat me?
- They did not use my name at any time during the transaction.
- They did not smile – not even once – during the entire transaction.
- They challenged what my client was paying for and did it in a very unpleasant way.
- They moved slowly and had no concern for my sense of time and urgency.
- They did not thank me for my business or wish me a pleasant flight.
In fact, the experience was absolutely horrible. What made it even worse? The experience took place during World Cup Cricket when Barbados is welcoming the world to their island. Wouldn’t you think they would want customers to feel welcome and appreciated?
What is clear to us...The Hilton needs to spend more time educating its front-deck staff about is the purpose of the desk versus focusing on its function!