1、1,Make It Happen 梦想成真,2,Make It Happen 梦想成真 AGENDA 日程安排,3,Agenda 日程安排,Welcome, Introduction and Objectives 欢迎、介绍与课程目标展示 Make it Happen The Big Picture 梦想成真 画卷展示 The Thoughtful Achiever 深谋远虑的成功人士,4,Agenda 日程安排,Make It Happen The C.O.R.E. Strategy 梦想成真核心战略 The Meeting Moments Game 会聚时刻游戏 Wrap-up and C
2、lose 总结和结束,5,Programme Objectives 课程目标,At the end of this workshop you will be able to: 在本课程结束后，你将能够： Explain the Crowne Plaza brand positioning and list the 4 Crowne Plaza keys 解释皇冠品牌的定位并列出皇冠品牌的四个关键因素 Describe the target guest and give two examples of the rational needs they are likely to have when
3、 staying in a Crowne Plaza hotel and two examples of emotional needs 描述目标客户的含义，分别列举出这些目标客户入住皇冠品牌酒店的两个理性原因和两个感性原因 Describe and demonstrate the four-step strategy for how to care for the target guest and enable them to have Successful Interactions in Crowne Plaza Hotels 描述并展示关心目标客户并使其能够在皇冠品牌酒店体验成功服务的四
4、步战略 Understand and be able to explain your role in the Crowne Plaza Strategy through Make It Happen 理解并且能够解释自己在皇冠品牌酒店“梦想成真”战略中的角色,6,The Big Picture: Objective 展示画卷章节目标,By the end of this session you will be able to: 本章节结束后，你将能够： Explain the Crowne Plaza brand positioning 解释皇冠品牌的定位 List the 4 Crowne
5、Plaza keys 列举皇冠品牌的四个关键因素,7,Make it Happen 梦想成真,8,CROWNE PLAZA BRAND VALUES 皇冠假日品牌价值观,9,CAPABLE 能力,SENSITIVE 灵敏,SUPPORTIVE 支持,TRUST 信任,UNDERSTAND 理解,10,CAPABLE 能力 To best support our guests in making things happen, we must be anticipative, competent and efficient in our professional duties, and must
6、understand basic business needs.为了最好的帮助我们的客人“梦想成真”，我们必须 能够做到预计客人需求，在我们的专业领域能够胜 任并且高效的完成我们的工作，我们必须能够明白 客人的基本商务需求。,11,SENSITIVE 灵敏 We must understand that our guests are here to meet business objectives, so we have to be sensitive to their emotional needs.我们必须明白客人来到我们酒店是因为他的商务需求，所以我们要对他的情感需求敏感。,12,SUP
7、PORTIVE 支持 We have the infrastructure and people to back up our guests in their business operations. We provide them with all the essential ingredients for successful interactions.我们需要拥有的基层员工和资源去支持客人的商务需求。 为了达到成功的互动，我们需要满足客人的基本需求。,13,TRUST 信任 All relationships are created on the basis of trust. And
8、we must gain the trust of our guests by delivering on our promise.所有的关系都建立在信任的基础之上，我们必须通过实现我们的承诺而获得客人的信任。,14,UNDERSTAND 理解 We are the people behind the scenes, working together with our guests, who are the real stars of the show. Our role is naturally one that is important, but as quiet and discreet
9、 as possible.我们是幕后工作人员，为了使客人满意而通力合作。我们的客人，才是真正的舞台上的主角，我们的角色自然也很重要的，但是我们要尽量的小心谨慎。,15,Customers shoes,16,Consumer Insight 客人观点,What our customers told us 客人告诉我们：,I use upscale business hotels for business interaction因为商业活动的原因，我入住高档商务酒店No hotel brand consistently and completely delivers the important s
10、ervices for small and medium sized meetings 目前没有酒店品牌能够持续不断并且全面地为小型和中型会议提 供重要服务,17,CONSUMER INSIGTHT客人观点,18,Business Traveler Needs 商务旅行者需要,Hotel is a A Support Base 酒店是一个 “ 援助基地”,19,Consumer Says: 客人说,Im under great pressure 我有很大的工作压力,I want to deal with staff that are efficient, anticipatory and fr
11、iendly to the right degree 我希望的酒店员工是有效率的，能够预知我的需求，友好的。,I want a hotel that projects a good image of me and my company 我希望酒店能够为我和我的公司提供好的形象,I want to relax when I finally finish my business 我希望在生意结束后能够好好放松一下,I want the power over small things that matter and that I control at home or in the office 我希
12、望事无巨细都在我的掌握之中,20,So how are we different from the rest? 那我们和其他酒店 有什么分别？,Crowne Plaza is the business hotel that is focused on deliveringthe important services and facilitiesfor formal and informal meetings consistently and completely皇冠酒店是商务型酒店， 它立足于为正式和非正式会议 持续不断并全面地提供完善的服务和设施,Point of Difference 不同
13、观点,21,There are many meetings product, but no one does meetings well. Crowne Plaza will focus and dominate corporate meetings (formal and informal) as a Brand 市场上的会议产品并不少，但没有做的非常出色的。作为酒店品牌，皇冠将着眼于为公司的正式和非正式会议提供服务并在此领域占统治地位“We are excellent at meetings,hence, we are an excellent business hotel” 在会议方面我
14、们做得很成功，因此，我们是出色的商务酒店.,Brand Proposition 品牌定位,22,Brand Pyramid 品牌金字塔,Efficient, Supportive, Anticipative, Trustworthy, Understated 高效、支持、积极参与，值得信任，谨慎,Capability, Sensitivity 能力，灵敏性,Success, Accomplishment, Fulfillment, Trust, Relaxation, In control, Feeling Supported 成功，成就，履行，信任，放松，掌握，感性支持,Efficient
15、Support, Reliability, Connectivity, Anytime Anywhere Business 有效支持，可靠，联系，随时随地的商务活动,Crowne Plaza Keys: Crowne Meetings Director, Business/Meetings centered Products & Services, State of the art technology, Rooms to relax and work 皇冠品牌的关键因素：皇冠会议总监，以商务/会议为中心的产品和服务， 技术含量，令人放松和适于工作的房间,Successful Interact
16、ions 成功的互动,“The Place To Meet” 会聚之所,Brand Essence 品牌本质,Brand Features 品牌特色,Functional Benefits 功能效益,Emotional Benefits 情感收益,Brand Values 品牌价值观,Brand Personality 品牌个性,23,Target Customers 目标客户,2 Key Target customers for Crowne Plaza 皇冠品牌的两类重要目标客户,All Meeting organisers 所有的会议组织者,“Thoughtful Achievers”
17、Business Travellers “深谋远虑的成功人士”商务散客,24,Characteristics of Thoughtful Achievers 深谋远虑的 成功人士 的特征,Our Customers - Who They Are 我们的客人 他们是什么样的？,讨论？,25,Frequent business travellers 经常出差的旅行者 Middle-senior managers 中高层管理者 Achievement oriented 向往成就 Enjoy business travel 喜欢商务旅行 Appreciate technology 崇尚新技术 Appr
18、eciate quality 追求质量,26,They work hard 工作努力 They are active 态度积极 Confident decision makers 是自信的决策者 They enjoy life 享受生活 They like comfort without fuss 喜欢舒适，但决不奢靡,27,The Place To Meet 会聚之所,Crowne Plaza is 皇冠酒店是 The Place To Meet your needs 满足你需求的地方 The Place To Meet your expectations 达到你期望的地方 The Plac
19、e To Meet your objectives 达到你目标的地方 The Place To Meet your goals 实现你理想的场所 The Place To Meet your targets 满足你目的的场所 The Place To Meet your colleagues 和同事共事的地方 The Place To Meet your family 和家人相聚的地方 The Place To Meet your friends 和朋友相会的地方 The Place To Meet your dreams 实现梦想的地方 The Place To Meet yourself
20、满足自我的地方,28,Crowne Plaza Keys 皇冠品牌的关键因素,Meeting Success 成功的会议,Room to Relax 舒适的 房间,Make it Happen 梦想成真,Connections Village 相聚天地,29,Meeting Success 成功的会议,Connections Village 相聚天地,Room To Relax 舒适的房间,Make It Happen 梦想成真,The Place to Meet 会聚之所,“Keys” Support The Positioning 关键因素支持品牌定位,30,Crowne Plaza “K
21、eys” 皇冠品牌的关键因素,“Areas of focus” that offers something different to our customer, demonstrates our real understanding and sets our brand apart from the competition. 关注焦点是为客户提供与众不同的服务，展示我们对服务产品的真正理解，在竞争中树立我们的品牌,31,Crowne Plaza “Keys” 皇冠品牌的关键因素之一,1. Meeting Success 成功的会议,Product and service offerings t
22、hat make formal meetings successful from enquiry to completion 提供的产品和服务使正式会议 从询价到结束的整个过程 都圆满成功,Meeting Success 成功的会议,32,1. Meeting Success 成功的会议,Crowne Meetings Director 皇冠会务总监 Single point of contact 亲自与会议客人接触 Raises profile internally & externally 提升内部和外部形象 2 Hr Response guarantee 两小时反馈保证 Response
23、 time helps the organisers work more efficiently 迅疾的回复使得会议组织者工作效率更高 Daily Meetings Debrief 每日碰头会 ensure the organisers stay in control确保会议组织者按照计划有序地安排工作,Meeting Success 成功的会议,33,1. Meeting Success 成功的会议,Meeting Services 会议服务 Meeting Check In & Out 会议入住与离店手续办理 Mandatory Follow Up 服务反馈Meeting Enhancem
24、ents 会议创新服务 Meetings Handy Kit 会议百宝箱 Facilitators Tools 全方位设施设备 Delegate Amenities 会议专用品 Mobile Phone Charger 手机充电器Food For Thought 补充精力食品 “Snack Attack” 诱人茶点 Lunching In 会议便当,Meeting Success 成功的会议,34,Crowne Plaza “Keys” 皇冠假日品牌成功的关键因素之二,2. Connections Village 相聚天地,Product and service offerings that
25、provide the right environment for successful informal meetings提供产品和服务为非正式会议 的成功营造合适的环境,Connections Village 相聚天地,35,2. Connections Village 相聚天地,Improved use of lobby, bar + restaurant spaces 提高大堂、酒吧和餐厅的利用空间breaking down barriers & increasing meeting options 打通障碍物，增加会议的选择性Internet laptop Wi-Fi 笔记本电脑无线
26、上网Great food served informally at all times (Meet & Eat) 随时提供精美食品Business service offered all round 提供全面的商务服务,Connections Village 相聚天地,36,Crowne Plaza “Keys” 皇冠假日品牌成功的关键因素之三,3. Room to Relax 舒适的房间,Distinctive room that provides the right environment for preparation and relaxation 与众不同的房间， 合适的环境令人感到轻
27、松,Room to Relax 舒适的 房间,37,3. Room To Relax 舒适的房间,Roll in Business Center 多功能商务中心 All in One Business Center work any time, anywhere 多功能的商务中心，随时随地提供商业辅助Bedside Shopping “公私兼顾”购物单 Shopping Menu that incorporates both Business and personal items兼顾商务和私人所需Mini-Bar Standards 高标准的迷你吧 A Mini Bar that is aff
28、ordable, incorporates local goods and provides variety! 迷你吧内容丰富，提供多种当地食品,Room to Relax 舒适的 房间,38,Crowne Plaza “Keys” 皇冠品牌的关键因素之四,4. Making it Happen 梦想成真,The service culture that enables successful interactions 服务文化确保提供满意服务,Make it Happen 梦想成真,39,E,R,O,C,1. Connect 联系,2 Opportunity 机会,3 Respond 反应,4
29、 Ensure 保证,C.O.R.E Service Strategy 核心服务战略,40,E,R,O,C,1. Connect 联系,2 Opportunity 机遇,3 Respond 反应,4 Ensure 保证,Crowne Plaza “Keys” 皇冠品牌的关键因素之四,4. Making it Happen 梦想成真,The service style that enables successful interactions 服务风格确保提供满意服务,41,The CORE Service Strategy 核心服务战略,The service style that enable
30、s Successful Interactions 服务风格确保提供满意服务,1. Connect 联系,2 Opportunity 机遇,3 Respond 反应,4 Ensure 保证,CONNECT 联系Observe the situation and anticipate guest needs 观察形势以预测顾客需求Listen carefully to understand my needs & wants 仔细聆听以理解顾客需求Relate to me and check in with me regularly 与客人保持联系，负责客人定期入住时的手续办理,42,The CO
31、RE Service Strategy 核心服务战略,1. Connect 联系,2 Opportunity 机会,3 Respond 反应,4 Ensure 保证,2. OPPORTUNITY 机会 Spot the opportunity to offer service寻找提供服务的机会Think of things that willdelight the guest and exceed their expectations考虑做什么可以使客人高兴，能够超越客人期望,The service style that enables Successful Interactions 服务风格
32、确保提供满意服务,43,The CORE Service Strategy 核心服务战略,1. Connect 联系,2 Opportunity 机会,3 Respond 反应,4 Ensure 保证,3. RESPOND 反应Respond effectively with offers 高效地回应所有要求Give me choices给予客人选择Solve my problem/need effectively 高效地解决客人的问题或满足其需求,The service style that enables Successful Interactions 服务风格确保提供满意服务,44,Th
33、e CORE Service Strategy 核心服务战略,1. Connect 联系,2 Opportunity 机遇,3 Respond 反应,4 Ensure 确保,4. ENSURE 确保Provide the solution quickly and efficiently 迅速、有效地提供解决方案Confirm the quality is right 确保质量可靠Check I am satisfied and whether I have any further desires 检查顾客是否满意，以及是否还有其它需求,The service style that enable
34、s Successful Interactions 服务风格确保提供满意服务,45,Connect 联系,Greet everyone you meet with a 遇见每个人时要问候：Hello / Hi / Good morning, afternoon, etc. 你好/早上好，下午好等等Eye contact 目光接触A genuine smile 真诚的微笑 Use your body 使用你的身体语言： To show you have stopped what you are doing 显示出你已经停下手头的工作 To say your attention is on tha
35、t particular guest 表现出对那位特别客人的关注 Turn your body slightly towards the person/ group 把身体稍稍转向面对客人 Lean slightly in their direction 朝着客人的方向身体前倾，表示你的积极性Try to pace your greeting to suit the guest/group: 你的问候要适合客人当时的情形： If they are in a hurry, be brief 如果他们很忙，简单问候即可 If they are waiting, take a little long
36、er 如果他们还在等候，可多花些时间进行问候,C,46,Opportunity 机会,Ask a question to discover how you might be able to help, e.g.提问以发现你可以如何提供帮助，例如：What can we do to help make this meeting a success? 我们怎样做可以帮助客人成功地举行会议？ If there were one thing we could do to make your stay more successful, what would it be? 我们怎样做能够使客人入住得更满意
37、？Make sure it is suitable to the guests situation e.g. 确保符合客人当时的情形，例如： Guest is looking for something.ask to discover how you might help 客人正在寻找什么，上前询问以发现你可以提供什么帮助 You are one on one with a guest, spend a little more time 如果你只面对一位客人，可以与他多接触一些时间,O,47,Respond 反应,Check that you have understood the guest
38、s requirement 检查你已完全明白客人的要求：Summarise their request 汇总他们的需求Or confirm what action you are about to take 或者确认你即将采取的措施Keep it brief 尽量简明扼要,R,48,Ensure 确保,Check the action has resulted in a successful outcome, e.g： 核实所采取的行动已获得成功结果，例如：Can I check with you that you are happy with xxx? 我能和您确认一下，您对XXX满意吗？I
39、s there anything else we can do? 还有其他事情我可以帮您的吗？ Make sure it is suitable to the guests situation. 确保符合客人当时的情形 Listen carefully for further opportunities to provide service and sell more services. 仔细聆听，寻求进一步的机会为客人提供服务，销售更多的服务产品。,E,49,一个客房服务员打开411房间的门，当他走进房间，他环顾四周，他注意到这个房间有两张床，一张睡过，一张没有睡，他走进洗手间，他发现客人的
40、睡衣在地板上，他想客人一定很匆忙出门，于是他把睡衣整齐的叠好放在睡过的那张床枕头下，当他打扫房间的时候，他发现房间的热水瓶换了位置，把手朝着左边，他发现房间的其他物品也同样都移到了左边，他想这位客人应该是左撇子，所以当他把干净的杯子和其他物品摆回房间的时候，他刻意的把这些物品摆放在左手边,场景,50,于是你可以看到，这个客房服务员在他发现客人是匆忙的离开房间时，他有意识的跟客人发生了联系；他发现客人是左撇子的时候，他发现了服务的机会；他把房间物品按照客人的习惯摆放，这样的反应让客人觉得受照顾，觉得酒店更像自己的家；快速而有效的反应确保客人在酒店的居住愉快！,51,E,R,O,C,1. Conn
41、ect 联系,2 Opportunity 机遇,3 Respond 反应,4 Ensure 保证,The service style that enables successful interactions 服务风格确保提供满意服务,C.O.R.E Service Strategy 核心服务战略,CASE STUDY 案例学习,52,53,54,55,56,57,C.O.R.E. Questions to ask 核心问题,C How would you Connect with the Thoughtful Achiever? 你怎样联系深谋远虑的成功人士？ O What are the O
42、pportunities to provide great service? 有哪些机会可以提供优质服务？ R How will you Respond/ what action will you take? 你将做出什么反应 / 你将采取什么行动？ E How will you Ensure that the Thoughtful Achievers needs have been met? 你如何确保满足“深谋远虑的成功人士”的要求？,58,Make it Happen 梦想成真,59,The Thoughtful Achiever 深谋远虑的成功人士,Frequent business
43、traveller 经常出差旅行者 Upper and senior management 高级管理人员 Achievement and success-oriented 向往成就和成功 Believe business travel should also be fun 认为商务旅行也应富有乐趣 Appreciate technology 崇尚新技术 Appreciate quality 追求质量 They work hard 努力工作 They are active 积极生活 They are confident decision makers 是自信的决策者 They enjoy lif
44、e 享受生活 They like being comfortable but not over the top 喜欢舒适，但决不奢靡,60,E,R,O,C,1. Connect 联系,2 Opportunity 机会,3 Respond 反应,4 Ensure 确保,C.O.R.E Service Strategy (1) 核心服务战略,61,E,R,O,C,1. Connect 联系,2 Opportunity 机遇,3 Respond 反应,4 Ensure 保证,The service style that enables successful interactions 服务风格确保提供
45、满意服务,C.O.R.E Service Strategy (2) 核心服务战略,62,The CORE Service Strategy 核心服务战略,The service style that enables Successful Interactions 服务风格确保提供满意服务,1. Connect 联系,2 Opportunity 机遇,3 Respond 反应,4 Ensure 保证,CONNECT 联系Observe the situation and anticipate guest needs 观察形势以预测顾客需求 Listen carefully to understand my needs & wants 仔细聆听以理解顾客需求Relate to me and check in with me regularly 与客人保持联系，负责客人定期入住的手续办理,63,The CORE Service Strategy 核心服务战略,1. Connect 联系,2 Opportunity 机会,3 Respond 反应,
