The Guest Experience. Jeff Johnson, Technology Evangelist

Transcription

1 The Guest Experience Jeff Johnson, Technology Evangelist

2 What do resort guests want?

3 Deep Powder?

4 Awesome Freeriding?

5 Organized Racing?

6 Sick Pipe & Parks?

7 Back Country?

8 Après Ski?

9 Easy Parking?

10 Smooth Corduroy?

11 Great Instructors?

12 Fast Rental Shop?

13 Fine Dining?

14 A Great Experience!

15 Snowsports School participation in the guest experience Technical Skills Teaching Skills The Student People Skills The PSIA-AASI Learning Partnership Model

16 Every department is responsible for the guest experience Vail Resorts average sales over last 4 years Parking Attendants Ski Patrol Lift Operators Dining Other Ski School 8% 9% 9% Retail\Rental17% Influences guest experience Lodging 19% Lift Tickets 39% Drives returning visitors

17 Guest Experience Case Study: Vail Mountain Resorts 1990 s, Ski resorts were land developers 2000 s, No new major mountain resorts are being created in the United States Vail Resorts tout s successes as a company with three goals: 1. To operate ski resorts 2. Provide lodging to skiers 3. Develop real estate at the base of mountains

18 Mission Statement: Experience of a Lifetime To create the Experience of a Lifetime for our employees, so they can, in turn, provide exceptional experiences for our guests.

19 Guest Experience Case Study: Vail Mountain Resorts Vail stock has risen 900% from 2009

20 Every department influences Guest Experience

21 What do the Guests want from Snow Sports?

22 2017 PSIA-AASI Survey Results Survey went out to all US ski resort owners and general managers Goal: Determine what skills are the most important for a PSIA-AASI trained or certified instructor What is the most important skill for trained PSIA instructors? Guest safety Teaching skill Presentation skills Skiing or riding skills Promoting the resort General guest service skills Sales or guest retention skills

23 The Most Important Skill Teaching skills 34% General guest service skills 32% Guest safety 24% Sales or guest retention skills 7% Promoting the resort 2% 0% 5% 10% 15% 20% 25% 30% 35% 40% Second Most Important Skill % Responding Third Most Important Skill General guest service skills 22% Guest safety 23% Teaching skills 22% General guest service skills 23% Guest safety 15% Presentation skills 20% Sales or guest retention skills 15% Teaching skills 15% Presentation Skills 12% Sales or guest retention skills 13% Skiing or riding skills 12% Promoting the resort 5% Promoting the resort 2% Skiing or riding skills 3% 0% 5% 10% 15% 20% 25% 0% 5% 10% 15% 20% 25% % Responding % Responding

24 Top 3 skills combined General guest service skills Teaching skills 24% 25% Guest safety 20% Presentation skills Sales or guest retention skills 11% 11% Skiing or riding skills 5% Promoting the resort 3% 0% 5% 10% 15% 20% 25% 30% % Responding

25 Desire for PSIA-NW Customers Receive a great lesson experience Create life long skier/rider PSIA-NW members Drive greater member retention Level 1 instructor get hooked into teaching best experiences

26 Disneyland Walt Disney: We train employees to be aware that they re there mainly to help the guests To us, every guest is Very Important Person, a VIP. Disneyland Returning Visitors Life Long Skiers After First Visit 25% 18% 75% 82% Not Returning Returning Not Returning Returning

27 Creating a VIP Guest Experience

28 VIP Guest Experience Approachable Baseline Empathizing Attentiveness Communication Language

29 Meet as many people as you can in 2 min

30 Meet people, listen to remember not to respond

31 What group is more approachable?

32 Baseline Read the Guest Get a baseline judgement Read verbal & non-verbal Read body and facial expressions Read clothing

33 Empathize Understand the emotional roller-coaster Feel First empathize with them, telling them that you understand how they feel Felt Then tell them about somebody who felt the same way Found Then tell them how that other person found that things were not so bad and that when they did what you want the them to do they found that it was actually a very good thing to do

34 Attentiveness Showing the worth of a person Peripheral Selfless Undivided concentration

35 Communication Clear and engaging Engagement Understanding Application

36 Language Positive language = teachable moment Words can motivate and calm Words can encourage Call kids racers or free riders Positive language can tell what can be done instead of limiting ability

37 The Guest Experience Every department Influence staff Influence guests Creating a VIP Experience Approachable Baseline Empathizing Attentiveness Communication Language