1 loyalty beyond reason f t p e n g
TRANSCRIPT
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Welcome
BEM-VINDO 欢迎BENVENUE TERVETULOA BIENVENU
WILLKOMMEN BENVENUTO 환영합니다
� CHAØO MÖØNG CAÙC BAÏN ようこそ مرحبًا
WELCOME BENVENUTI VÄLKOMMEN
MALIGAYANG PAGDATING ยิ�นดี�ต้�อนรับآمدید SELAMAT DATANG خوش
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Four Points by Sheraton
Loyalty Beyond Reason
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Loyalty Beyond Reason Brand Excellence
Service Profit ChainThe Four Points by Sheraton Guest
Human Truths
We DelightFour Points by Sheraton PositioningFour Points by Sheraton Core Values
Everything CommunicatesLasting Impressions
Associate Success Profile
The Four Points by Sheraton ExperienceCulture Program Overview
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The Four Points by Sheraton ExperienceCulture Program Overview
Everything Communicates People, Place, Process
Everything CommunicatesTransaction vs. Interaction
Simply Good StaysTrip Personas
Needs, Wants, and ExpectationsPower of Consistent Behaviors
Exceeding Expectations
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Emotional Connections Emotional Intelligence
Emotional Bank AccountsEmotions and Feedback
What’s My Style?Social Styles Self-evaluation
Understand, Respect and Value DifferencesSocial Styles and Relationships
The Four Points by Sheraton ExperienceCulture Program Overview
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Possibilities Service Netting
Recognizing OpportunitiesEmotions and the Guest Experience
Creating Service Heroes
Honest SolutionsCost of a Broken Promise
Service RecoveryService Solutions
The Delightful Guest Experience
The Four Points by Sheraton ExperienceCulture Program Overview
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Leading The Four Points by Sheraton Brand
Culture Program Overview
Building a Culture of Performance Communication & Performance
Driving Performance and the Associate Success Profile
Reinforcing Performance Daily (Toolkit)
Building a Culture of AccountabilityAccountability Moments of Truth
Creating a Strategy for AccountabilityGiving and Receiving Feedback
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Leading The Four Points by Sheraton Brand
Culture Program Overview
Building a Culture of TrustImportance of Trust and Credibility
Building our Trust and CredibilityEmotional Intelligence
Building a Culture of CollaborationCollaboration and Service Delivery
Ingredients of CollaborationCollaboration in Practice
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Introductions
Name
Role
What brand are you emotionally connected to?
Why?
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Loyalty Beyond Reason Agenda
Brand excellence
Guest loyalty
The typical Four Points by Sheraton guest
The human truths
Reflection & call-to-action
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Our Story
Four Points by Sheraton was born in 1995 as a sister brand of Sheraton Hotels. Like most
little sisters, we do things differently than our older sister. The result? We’re a distinctly different brand. With a different level of services and amenities.
Different is good.
Possibilities: 3
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The Pinwheel
We love pinwheels. They’re simple. Fun. Playful. They remind us of freewheeling, carefree times. When simple, honest things made
our lives more fun.
Fun the way it was when you competed against your older
brother trying to get all 50 states’ license plates. Or playing "I Spy
with My Little Eye". Back when all you needed for simple, spirited fun was a simple toy and a little
breath of wind.
Possibilities: 3
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The Pinwheel
And truth is, those times are still here. That's why we use the
pinwheel in our logo.
In a glance it tells you everything you need to know about Four
Points: we’re simple, honest, fun.
And at the end of your journey, it’s proof that travel is still a source of
delight and fun.
Like a pinwheel.
Possibilities: 3
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Our Property
Possibilities: 4
Upcoming multi-million
dollar renovation
Indoor Pool, hot tub, business center
Excellent family environment
What else?
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A Brand is a Promise – A Product is PhysicalA brand is not a product,
a sign or a logo
A brand is:The feeling that you get
when you use the productThe experience it provides you
Loyalty beyond reason
Possibilities: 6
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World Class Brands
Possibilities: 6
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Why is Loyalty
Important?
Possibilities: 6
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Four Factors that Drive Brand Loyalty
Deliver product quality and consistency
Execute excellence along the entire experience
Personalize guest service
Connect emotionally to guests
Possibilities: 7
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Service Profit Chain
AssociateExcellence
HighlySatisfiedGuests
Loyalty/Long-term Profitability
The Leader In Me
Possibilities: 8
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Guest Loyalty Drives Financial Performance
Possibilities: 8
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Engaged AssociatesDrive Guest Loyalty
Possibilities: 8
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Demographics
Psychographics
Understanding our Guests
Possibilities: 10
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The Typical Four Points by Sheraton Guest
age:
gender:
household income:
% college graduates:
have children under 18 living at
home:
length of stay:
Number of stays per year
avg. spend per night:
46 years old
Male: 60% / Female: 40%
$147,200 per yr.
71%
35%
1.8 days
6
Business: $142 / Leisure: $133
*2005 bwcb research data – nad/lad
Possibilities: 10
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Activity Preference
b. Watching Television
c. Exercising/Walking
d. Going Out to Eat
70%
58%
51%
74%
a. Visiting Family & Friends
*2005 bwcb research data – nad/lad
Possibilities: 11
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Dining Preference
a. Asian
b. Italian
c. French
d. Seafood
32%
57%
26%
55%
*2005 bwcb research data – nad/lad
Possibilities: 11
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Automobile Preference
a. Ford
b. Toyota
c. Honda
d. Mercedes
24%
20%
18%
2%
*2005 bwcb research data – nad/lad
Possibilities: 11
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Shopping Preference
b. IKEA
c. Home Depot
d. Bed, Bath & Beyond
20%
29%
58%
54%
a. Ralph Lauren
*2005 bwcb research data – nad/lad
Possibilities: 11
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Magazine/Reading Preference
a. Sports
b. Business
c. Travel
d. News
16%
19%
15%
24%
*2005 bwcb research data – nad/lad
Possibilities: 11
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The Human Truths
we need to be understood
we want to belong
we long to feel special
we crave more control over our lives
we dream of reaching our potential
Possibilities: 12
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We Need to be Understood
“If I’m not going to spend a lot of time in the hotel,
I’m not going to spend a lot of money for that room.”
“This is my home for the evening and
I want you to address my needs.”
Possibilities: 12
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We Want to Belong
“I like the hotels that remember you, where the staff greets you. It feels good,
welcoming, and inviting.”
“Then there’s the excitement about seeing new places. Or if I’m going to New York,
it’s something about seeing old friends.”
Possibilities: 12
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We Long to Feel Special
“My first emotion is one of depression at being in yet another queue to check in
at the airport, at being in another airport lounge that looks like every airport lounge in the world, at being
cramped in airplanes.”
“I like when the guy knows you – when they know you’re coming. It’s not that
big a deal, but it’s the little extras. Glad to get the newspaper at his doorstep.”
Possibilities: 12
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We Crave More Control over our Lives
“They should try to suit me, and not make me to try and suit them.”
“Why was the business center closed on Sunday? I was working!”
“The gym was small but open 24 hours – I thought to myself,
‘Now, that makes sense.’”
Possibilities: 12
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We Dream of Reaching our Potential
“I owe it to myself.”
“When I book meetings at a Four Points by Sheraton, I know that it will go flawlessly and my boss
will look good – within budget and well done.
I can count on them.”
Possibilities: 12
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* Based on 2004 Global StarVoice Data Analysis
What our Associates are Saying
62
67
69
70
82
25
27
22
18
13
13
6
9
12
5
0% 20% 40% 60% 80% 100%
Reach Potential
Special
Control
Understood
Belong
Favorable
Mixed
Unfavorable
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The Human Truths
Possibilities: 14
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Reflection & Call-to-action
Possibilities: 16-17
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Thank You
GRAZIE 谢谢XIN CAÛM ÔN MERCI OBRIGADO
DANKE SCHÖN GRACIAS 감사합니다
XIN CAÛM ÔN ありがとうございました
THANK YOU MERCI OBRIGADO
TERIMA KASIH GRACIAS ขอบคุ�ณلكم TERIMA KASIH شكرا