Analyzing Service Consistency in Single & Multi Establishments
By Marco Albarran Managing Director, Remarkable Hospitality, Inc. | May 05, 2013
When a brand is represented in the market, it most likely has a certain type of reputation, and may be well known for specific items that it may offer to its target market. The expectations of the end user are demanding, given that nowadays, plenty of research, based on other's experiences, as well as their personal own experiences with a brand, develop a sense of knowing what they will get for their money. That said we, the hospitality provider, have a huge weigh on our shoulders, since we need to be knowledgeable at all times what represents the brand we are working with, and consistently refreshing ourselves on the fundamentals that make that brand what it is, based on the customer's eye.
There are many ways of analyzing service consistency as we can seek out ways to do it in a single establishment, as well as how to ensure that we (given that the brand is the same) that we maintain the same level of service standards and expectations, no matter where our guests travel.
Logically, in order to ensure that service standards are uniform and maintained continuously like this, the sense of communication is the main key, followed up by repeat practice of the standard that has been established. We can certainly ensure that this manifests itself by having a strong commitment by each manager representing each single establishment in the way in which the brand has been positioned, especially in well known brand. Let's start seeing this from a macro to a micro perspective
Service Consistency in a Macro Perspective
As we seek to build a brand that can be easily recognized as a service leader in the industry, the need to be in line with the service standards already developed, given the positioning and segment that the brand is slated to accommodate, must be executed as best as possible. Perfection is not going to be the goal, but rather staying within the means of what the brand positioned itself to accomplish, in its appropriate level of service. These are measured in many ways. They are identified by market segment or scale (for example economy, mid-scale, upscale or luxury), and possibly by a star rating or a diamond rating. (For the purpose of staying within an appropriate level of service, we should exclude consumer opinions derived from third party sites or social sites).
A defined set of guidelines already proven in the market are a great starting point, as we then use this to set a standardized approach for the type of service levels that we can reasonably meet consistently, without going overboard, or not delivering to our guests. For example, a brand identified typically as a three-star, three-diamond, full service scale should never underperform under these minimum requirements, however, it should also not attempt to try to operate as a four or five star/diamond, upscale/luxury property. This is a recipe for disaster as it will not be able to sustain this type of service level.