Transcript VICTORY SERVICES CLUB - Institute of Hospitality

HOSPITALITY ASSURED
A CLIENT JOURNEY:
‘FROM IMPLEMENTATION
TO ACHIEVEMENT
& CONTINUOUS IMPROVEMENT’
HA - A CLIENT JOURNEY
WHAT WE WILL COVER:
A. Implementation
1. Why Hospitality Assured?
2. What level to go for?
3. What needed to happen in the organisation – Preparation &
Implementation
B. Achievement
1. How we did it & what practices & procedures we adopted
2.
How we measured our performance
C. Continuous Improvement
1. How we improved year on year
2. The importance of ‘Best Practice’
D. What was achieved
HA - A CLIENT JOURNEY
Implementation…
1. Why Hospitality Assured?
A number of accreditations were looked at…
ISO 9002, Investors In People, Star Ratings
… but we chose Hospitality Assured for the following reasons
•
Compliant with the European Foundation for Quality Management
(EFQM)- ‘Excellence Model’
•
A key criteria of the standard is its focus on the Customer experience
& standards of service delivery
•
It emphasises a real requirement to persistently measure levels of
Customer satisfaction
•
Thorough, rigorous and not easily achieved
•
Independently assessed
•
It is a ‘Guarantee’ of High Quality Service & Product Delivery
•
Demonstrates a powerful desire to Exceed Customer Expectations
•
It is a product of the Institute – the leading professional industry
body
HA - A CLIENT JOURNEY
Implementation…
1. Why Hospitality Assured? (Cont.)
Ultimately, it had to benefit the organisation…
•
Support the achievement of business objectives
•
Had to reflect the culture of our organisation – Quality
Service & Business Excellence
•
Provide a structure for management & teams to focus on &
improve quality & service
•
Improve organisational practices & procedures
•
Improve individual & team performance
•
Improve levels of customer satisfaction & loyalty
•
Improve the quality of operation & service delivery
•
Improve sales
•
Allow us to stand out against our competitors
HA - A CLIENT JOURNEY
Implementation…
2.What Level?
•
•
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Hospitality Assured Premier – for high fliers and
keen bench markers available to those who have
had more than three consecutive successful
assessments and continue with annual assessments
Hospitality Assured Accredited - for those
organisations who may have a more complex
structure or seasonal cycle which may elongate the
change process making biennial assessment more
attractive
Committed to Hospitality Assured - for the clients
with embedded HA practices and confidence in their
ability to implement and interpret the impact of
change. They will need to be assessed at least once
HA - A CLIENT JOURNEY
Implementation…
2.What Level? (Cont.)
Well I would always recommend aiming high
& consistently striving to drive standards –
’Hospitality Assured Premier’
•
We consider an annual review imperative
to the maintenance & improvement of our
standards
•
It has become part of the annual
organisational cycle inherent in everything
we do
•
It drives continuous improvement
HA - A CLIENT JOURNEY
Implementation…
3. What needed to happen?
•
The adoption of HA as a Quality Accreditation
Standard has to be a Company or
Organisational decision made at
Board/Director/Senior Management Level
•
It has to have the ‘Buy-in’ & commitment of
everyone in the organisation
•
What it is, what it means, how it will happen and
how it will benefit the organisation and its people
needs to be communicated effectively throughout
the organisation
•
Understanding of this has to be verified
HA - A CLIENT JOURNEY
Implementation…
3. What needed to happen? (Cont.)
‘BUY-IN’
‘THE
PEOPLE’
‘THE PLANS,
PRACTICES &
PROCEDURES’
HA - A CLIENT JOURNEY
Implementation…
3. What needed to happen? (Cont.)
The People…
• The Board (of Directors)
• Senior Management
• Heads of Departments
• Management & Supervisory Teams
• Staff
• Effectively & consistently communicated
• HA has to become part of the organisational culture
• Someone Senior has to take overall ‘Responsibility’ for HA and
put in place the necessary support team
• Everyone though has to take ‘ownership’ and be ‘accountable’
HA - A CLIENT JOURNEY
Implementation…
3. What needed to happen? (Cont.)
The Plans, Practices & Procedures…
• The Business Plan
• The Operational Plans
• The Training & Development Plans
• The Marketing Plan
• Departmental Plans
And of course… ‘In the Budget’
HA - A CLIENT JOURNEY
Implementation…
3. What needed to happen? (Cont.)
The Plans, Practices & Procedures…
• Launched HA with Management, Departmental & Team Presentations
• Delegated HA Representatives in all departments & key areas
• Moved ‘Standard Operating Procedures’ to ‘Minimum Operating
Standards’ incorporating:
•
Best Practice
• A defined Quality Standard
• The Customer Experience
• Created Hospitality Assured Manuals – HAM’s
• Created KPI ‘HAM’ Folders focusing on Customer Satisfaction
Measurements for:
•
Quality of Product & Standard of Service
• Service Delivery & Service Recovery
HA - A CLIENT JOURNEY
B. Achievement…
1. How we did it & what practices & procedures we
adopted
• We firstly created HA Slogans to focus everyone on
the objectives for HA…
‘EXCEEDING
EXPECTATIONS’
‘THE BEST
PEOPLE
DELIVER
THE BEST
SERVICE’
‘FIRST TIME,
EVERY TIME’
‘EXCEPTIONAL
SERVICE
ASSURED’
‘WHO CARES
WINS’
HA - A CLIENT JOURNEY
B. Achievement…
1. How we did it & what practices we adopted
• We set-up quarterly Hospitality Assured
Workshops for implementation & assessment of
key stages & actions
• We nominated HA Representatives in each
Department
•We made HA awareness part of the Induction
Programme for all staff
• We appointed a ‘Mystery Shopper’
organisation to undertake external audits
• We set targets for achievement based on the 9
HA criteria
HA - A CLIENT JOURNEY
B. Achievement…
1. How we did it & what practices we adopted
(Cont.)
•We reviewed our Customer Service training to
incorporate HA
•We designated Customer Care Champions in
each department and trained them to NVQ
Customer Service level 2
•We put HA & customer service at the top of
every departmental agenda
•We set individual & team targets for HA
implementation & achievement
HA - A CLIENT JOURNEY
C. Continuous Improvement…
1. How we improved year on year
• We linked Hospitality Assured KPI Performance to
management Bonuses & PRP
• We awarded prizes for Best Departmental KPI scores
for Customer Satisfaction
• We rewarded Customer Care Champions who came up
with the best ideas for service improvement
• We introduced an on-line Customer Feedback System
to consolidate all organisational results & scores
• We produced GAP Analysis Reports with Key Actions
from each annual report that were the basis for year on
year improvement
HA - A CLIENT JOURNEY
C. Continuous Improvement…
1. How we improved year on year (Cont.)
• We changed our External Auditors to a better standard
incorporating our own MOS’s for Quality & Service
• We challenged our Training Partners to develop better quality
Customer Service programmes for our teams
• We improved the level and quantity of our Benchmarking
Practices to better analyse competition & Best Practice
• We joined the Best Practice Forum and gained ‘Excellence
Through People’
• We identified targets for improving our Corporate & Social
responsibility e.g. Becoming Springboard Ambassadors; Gaining
Inspire accreditation for work placements; we are Hospitality
Diploma Champions; were the first hospitality organisation to
adopt the UK Skills Passport
• We ensured Continuous Improvement & Best Practice were
HA - A CLIENT JOURNEY
C. Continuous Improvement…
2. The importance of ‘Best Practice’
• You have to define your own level of quality relevant to what your
organisation can realistically achieve. What is best for others, may not be
best for you!
•That Quality Standard must be laid down in your procedures and
understood by the people responsible for delivering it i.e. Ensure quality is
inherent in your standards – Minimum Operating Standards’ with ‘built-in’
quality, not just ‘Standard Operating Procedures’!
•You must seek out Best Practice everywhere you can & keep abreast of
what is happening in the industry
•Learn from your competitors & undertake as many competitor visits as
you can. Get your people to complete Competitor Analysis Sheets after
visits
•Join The Best Practice Forum & distribute their newsletters & adopt
practices that are appropriate for your business
•Review your procedures based on improving the quality of service &
customer experience
•Engage your people and encourage them to be the best that they can be!
HA - A CLIENT JOURNEY
D. What was achieved…
• November 2002 - Hospitality Assured (British
Standard)
70.4%
• November 2003 - Hospitality Assured (European
Standard for Service & Business Excellence) 65%
• November 2004 – Hospitality Assured
‘Exceeding Expectations’
67%
• January 2006 – Hospitality Assured
70%
• February 2007 – 73%
Highest Club sector score
• February 2008 – 74.1%
• February 2009 – 75.4%
Highest Hotel sector score
• February 2010 – 76.1%
• March 2011
– 76.4% ‘Recognition of Excellence’
HA - A CLIENT JOURNEY
D. What was achieved…
From the time Hospitality Assured was
first introduced…
• Customer Satisfaction Levels have risen from 78% to 99% for
‘Meeting Expectations’
• Customer Satisfaction Levels for ‘Exceeding Expectations’ rose
from nothing to 67%
• Overall turnover has gone up from £3.7m to over £6m
• Corporate events business has increased 400%
• Club restaurant and bars turn-over has grown from £470k to
£1.1M
• £178k in-house catering subsidy turned into a £100k surplus
• Hotel room occupancy has increased from 64% to 94%
• Hotel sales have nearly doubled
• Club has been able to fund Capital projects in excess of £10m
• Club Membership has grown from 27000 to 43000
HA - A CLIENT JOURNEY
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D. What was achieved…
Hospitality Assured – The European Standard for
Business & Service Excellence has been held for 9 years
At various times, we have held the highest Club, Charity &
Hotel Sector Scores
We won a Business Excellence Award in 2004
We won a Business Achievement Award in 2005
We were voted ‘Services Club of the Year’ in 2004 & 2005
We were the first venue in London to achieve GOLD
accreditation for ‘Accredited In Meetings’ through the
Meetings industry Association
We are recognised as an ‘Employer of Excellence’ by Peninsula
We won ‘Best Places To Work In Hospitality’ in 2006, 2008 &
again in 2009 including ‘Best Retention & Talent
Management’
We are members of the Best Practice Forum & hold the
‘Excellence Through People’ Award
We are a ‘Centre for Training Excellence’
Since 2008, we have held the Governments ‘Good Employer’
Award through the UK Hospitality Skills Sector Council