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Ewa Goos, Spa manager Yasuragi Branding Customer Knowledge
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Spa Manager Training Ewa Goos

Dec 14, 2014

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A presentation/workshop in brand management and customer knowledge, change management principles
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Page 1: Spa Manager Training Ewa Goos

Ewa Goos, Spa manager Yasuragi

BrandingCustomer Knowledge

Page 2: Spa Manager Training Ewa Goos

Ewa Goos, Spa manager Yasuragi

• 15 years of experience as a leader and manager

• Educational background – behavioural science with additional studies in NLP (Neuro Linguistic Programming), UPIKA – Consultative Development, project management, coaching, change management, and leadership in the areas of economics, sales, HR, and account management.

• Working experience: • Over 17 years in the Telecom Industry, holding various positions including Research Manager, Change Manager, and Customer and Service Analyst. • Founder of a company called Change2Success; a company with the vision to coach people and businesses to achieve greater success. Starting her company in 2001 eventually lead to a career change in 2007 when she started to work as a • Spa Manager in a large hotel chain.

• Curious about the spiritual life and energy work

Ewa Goos Bio

Page 3: Spa Manager Training Ewa Goos

Ewa Goos, Spa manager Yasuragi

You can do more than you think!

Page 4: Spa Manager Training Ewa Goos

Ewa Goos, Spa manager Yasuragi

Branding

Page 5: Spa Manager Training Ewa Goos

Ewa Goos, Spa manager Yasuragi

• The process of creating a unique, positive and recognizable identity for a product or service that separates your offer from another competitor.

• A value or core set of values that allow your offer to be identified in the marketplace

• Brand is the proprietary visual, emotional, rational, and cultural image that you associate with a company or a product. When you think Volvo, you might think safety. When you think Nike, you might think of Michael Jordan or "Just Do It." When you think IBM, you might think "Big Blue." The fact that you remember the brand name and have positive associations with that brand makes your product selection easier and enhances the value and satisfaction you get from the product.

• A great brand makes it easy for the customer to understand what you are offering and to facilitate your decision process.

A brand is what they say about you when you are not in the room. Jeff Bebos, founder of Amazon

What is branding?

Page 6: Spa Manager Training Ewa Goos

Ewa Goos, Spa manager Yasuragi

Building a brand

TrademarkVisual distinctiveness

• What/how are you communi-cating

• Values/associations •Target groups

• Memories/historicexperiences

• Future expectations

• Customer promise• Guest experience• Processes/systems

• Customer knowledge• Building relationship

through relevant communication

• Rewarding loyalty • Strategic partnership • Corporate Social

Responsibility

1.0 ”Awareness”

2.0 ”Experience”

3.0 ”Loyalty”

Page 7: Spa Manager Training Ewa Goos

Ewa Goos, Spa manager Yasuragi

Building the brand identity.External processes

Building the brandidentity.Internal processes

Building the brand is 90% done below the surface!

The companies communicationWebCustomer serviceContact centreSales personalUniforms Trademarks

Company cultureStrategies, philosophy, visions, beliefs, feelings,thoughts.Building customer knowledgeProcessesSupport systemsWork environmentFeedbacksystem

= How we act/deliver and learn

Page 8: Spa Manager Training Ewa Goos

Ewa Goos, Spa manager Yasuragi

Delivering the brand experience

1. Before• Create relevant expectations• Communicate the customer promise

2. During• Increase the value delighters • Decrease the value destroyers• Deliver the customer promise• Clear values and trust in the concept

3. AfterFeedbacksystem- Customer surveys- Mystery Shopping- Employee surveys

4. Make it happenAct upon feedback

Guests/Customers

Organization

”Moments of truth”

= Guest experience

Page 9: Spa Manager Training Ewa Goos

Ewa Goos, Spa manager Yasuragi

Building a brand takes commitment, focus, and 3 to 5 years of hard work. It is not just an advertising program. It is a company-wide effort that unifies everyone's energies, toward the same common objective.

Make it simple starting with 3 key questions

1. Who are we? What is our essence that separate us from the competitors?2. Who is our customers? 3. What do they expect from us?

How to build a successfull brand?

Page 10: Spa Manager Training Ewa Goos

Ewa Goos, Spa manager Yasuragi

Company branding Personal branding

Now you are going to try to build a brand….

Page 11: Spa Manager Training Ewa Goos

Ewa Goos, Spa manager Yasuragi

How can I make it easy for the surrounding world to interpret who you are, or want to be?

Internal processes

Values and feelings that are associated to you/your name

A long-term, consistent approach/attitude

External processes

How you communicate yourself, what differentiates you from others?

How do people perceive you when they meet you?

Personal branding

Page 12: Spa Manager Training Ewa Goos

Ewa Goos, Spa manager Yasuragi

• To give the “right” impression in, for you, important context• To increase your credibility, reputation• To increase your value for future positions

Make people talk about you in the “right” way.

Why building your personal brand?

Page 13: Spa Manager Training Ewa Goos

Ewa Goos, Spa manager Yasuragi

Everything communicates…

• Clothing

• Facial expression

• Voice

• Language skills

• Gestures

• Body language

• Movements

• Level of energy

• Attributes

Page 14: Spa Manager Training Ewa Goos

Ewa Goos, Spa manager Yasuragi

How does the surrounding perceive you

when they meet you?

You

How do they perceive youin the present?

MemoriesExperiencesKnowledge

ExpectationsWishesBeliefs

Past Present Future

Page 15: Spa Manager Training Ewa Goos

Ewa Goos, Spa manager Yasuragi

1. Who am I, (Values, characteristics)

2. What do I do great? (talents, qualities)

3. How do the surrounding world perceive me? How do I perceive myself?

4. Describe your vision (your dream without a deadline)

5. Describe your way to the future

6. Describe your history, where did you come from, what to you bring with you

7. Describe your arena, the market where you want to be in

7 Steps to build your personal brand

Page 16: Spa Manager Training Ewa Goos

Ewa Goos, Spa manager Yasuragi

Work 2 and 2

1. Which core values are most important for you? (health, love, safety, laughter, relationships, freedom, success, honesty, peace, beauty etc)

3. If you got the permission to praise yourself, then you would say that your where great at/in….

4. Name 3 things that people remember about you? (core values/expression)

5. What would you like to be famous for?

6. In what areas are you willing to compromise, and what areas not?

7. How do you make your personal brand visual? How to you make other people to perceive the person you are/want to be?

8. Imagine that you in year 2010 where elected as the best Spa manager in your country, tell us how you succeeded

Training 1 – personal branding

Page 17: Spa Manager Training Ewa Goos

Ewa Goos, Spa manager Yasuragi

Summery branding – connecting the dots

1. Start by building a unique culture, deliver a different experience and holistic concept

2. That will create a genuine enthusiasm and pride within the staff who will strive to over deliver…

3. Then you will exceed customer experience – which will result in satisfied customers that comes again and again and again...

4. You will now have a profitable and sustainable business

Customers loves youEmployees loves to

work for you

Page 18: Spa Manager Training Ewa Goos

Ewa Goos, Spa manager Yasuragi

”Much of what good service is made of are things that nobody notices – until you stop doing them…”Craig Newmark - Craiglist

Page 19: Spa Manager Training Ewa Goos

Ewa Goos, Spa manager Yasuragi

Customer Knowledge

Page 20: Spa Manager Training Ewa Goos

Ewa Goos, Spa manager Yasuragi

Loyal customer = Growth!

Customer analysis of existing customer baseIts about describing your customer for example from attitudes, values, age, life stage, how valuable they are for your company etc.

Segment your customers Divide your customers in different segments to make it easier to work with.

Customer strategyDescribe how to optimize the profit, increase the revenue per customer, increase the customer satisfaction. How to organize the company for best result.

Customer adapted marketing communication and service offering.

Building Customer Knowledge

1.0 ”Analysis”

2.0 ”Strategy”

3.0 ”Profitability”

Page 21: Spa Manager Training Ewa Goos

Ewa Goos, Spa manager Yasuragi

7 steps in building strong customer culture

1. Customer oriented leadership 2. Corporate mission/objectives/rewards are

customer oriented. 3. The main corporate strategy is to win customer

loyalty4. The main corporate values and philosophy is to

care about the customer5. The behavioral codes and standards reflects the

above6. Involving the customer in business development 7. Feedback system & processes that can handle and

measure both tangibles and intangible factors.

Page 22: Spa Manager Training Ewa Goos

Ewa Goos, Spa manager Yasuragi

Customer segmentation

Kids &Youth

Householdswithout kids

26 – 59 år

Seniors60+

MARKETS

Customer groups

attitudes values behavior consumption life stage

Customer knowledge- ”intangible” factors

Customer knowledge- ”intangible” factors

Customer priorities

How to prioritize different customers – made from customer value based on current revenue and potential coming revenue.

The goal is to:

• Create new business opportunities by delivering the right offering to the right customer, at the right time, through the right channel.

• To use the customer knowledge about the whole relationship to make us competetive

• Create guidelines to make it easy to handle the customer information and to use it where its needed to be profitable.

How to prioritize different customers – made from customer value based on current revenue and potential coming revenue.

The goal is to:

• Create new business opportunities by delivering the right offering to the right customer, at the right time, through the right channel.

• To use the customer knowledge about the whole relationship to make us competetive

• Create guidelines to make it easy to handle the customer information and to use it where its needed to be profitable.

Householdswith kids26 – 59 år

Business knowledge- ”tangible” factors

Business knowledge- ”tangible” factors

attitudes values behavior consumption life stage

attitudes values behavior consumption life stage

attitudes values behavior consumption life stage

Page 23: Spa Manager Training Ewa Goos

Ewa Goos, Spa manager Yasuragi

Segments/target groups – visit Sweden

Corporate Meeting

DINKs – double income, no kids

WHOPs – wealthy healthy older people

Active Family

Page 24: Spa Manager Training Ewa Goos

Ewa Goos, Spa manager Yasuragi

Corporate meeting – communications triggers

Corporate MeetingSweden is known by the international incentive market to have high availability, different and creative activities and delivers a high standard. This kind of visitors have higher demands and crave more than usual within safety and availability. Their major demands are to have creative arrangements and activities.

Communication trigger:

Page 25: Spa Manager Training Ewa Goos

Ewa Goos, Spa manager Yasuragi

DINKs – Communication triggers

DINKs – double income, no kidsThis group are experienced traveler and traveling for them are a lifestyle. Lack of time is something that connects the DINKs. They work a lot which leads to that they value free time very high and therefore they have an increased demand of how they would like to spend their free time. The DINKs are usually ranked as the leader of the future. They are strong individualists and influencers. They find that identity and strong personal image is important. They are drawn to destinations that have a high value of “storytelling” in which they can use for their own personal positioning (personal branding). They prefer holidays with adventure, city breaks, ice hotels etc.

Communication triggers:

Focus on lifestyle and belonging with their friends and less on rational information. Underline the idea of being successful. Its important that the offering is up to date. Make them feel important and unique. Communicate to them more like a company as listen to them and understand their life situation.

Page 26: Spa Manager Training Ewa Goos

Ewa Goos, Spa manager Yasuragi

Active family – Communication triggers

Active FamilyA very homogenous group with similar economical conditions, background and the strong will of wanting to spend their vacations together with their kids. Active family are very interested in nature, cultural and sports activities. They value different activities in which the whole family can participate in.

Communication triggers:

Communicate the meaningful benefits of the service. It should be fun and entertaining and yet at the same time useful and comfortable. Don't try to control them, inspire them with relevant and clear information. Be open and don’t try to hide any information. Don’t promise anything that you cant live up to. Service is very important.

Page 27: Spa Manager Training Ewa Goos

Ewa Goos, Spa manager Yasuragi

WHOPs – Communication triggers

WHOPs – wealthy healthy older peopleWHOPs consists of healthy and vital people over 60 years of age. It's older couple who's kids have moved from home. It is a group of people that have both the time and money to travel and explore. They indulge themselves with that little extra and gladly spend their money on health, luxury, travel, pleasure and experiences. This group also have a great nature- and cultural interest.

Communication trigger:Communicate the brand for them, a well known brand is important – safe and a good buy.Its important that the information feels fresh, they don’t want to be treated as tired old people.Talk about how the product/service can be useful for them and make them feel better and how it makes life easier and more pleasurable. Its important that the service/product is easy to use and have high availability.

Page 28: Spa Manager Training Ewa Goos

Ewa Goos, Spa manager Yasuragi

Customer strategy

• A customer strategy is to optimize the profit, increase the revenue per customer, increase the customer satisfaction through organize the company and the company processes according to a customer focus.

• It’s a tactical guide which describes the current situation – wanted position and the way to get there, what to measure to know that you are on the right track.

• Customer vision – “a visual image without a deadline”. It shall motivate employees and generate customer loyalty:

– Core value proposition – customer promise– Brand platform – communicate company core values– Defining wanted customer experience – Defining wanted company culture

• Customer segmentation – tangible and intangible values/factors• Defining customer processes through the company from first to last

contact • Define needed change and change management process• Define customer Key Performance Indicators. • Define feed-back process

Page 29: Spa Manager Training Ewa Goos

Ewa Goos, Spa manager Yasuragi

The sum total of conscious events

A company cannot avoid creating an experience

Experience means single and multiple events

Experiences are rational and emotional

Experiences involve all five senses

Experiences can be designed

Experienced organizations exist

The wealthy buy more experiences

See

TouchTouch

HearHear

TasteTasteSmellSmell

What Is a Customer Experience?

Page 30: Spa Manager Training Ewa Goos

Ewa Goos, Spa manager Yasuragi

• Customer

• Services

• Ourselves

• Growth

Wanted position

Management model

Strategic Direction, Targets, Restructuring Initiatives and Incentives

Operational/business Plan

Follow-up tools• Business Review -

Business and financial performance

• KPI´s, CSI, ECS and Brand Image Index

Guiding principles• Vision

• Business concept

• Brand platform

• Values

KPI = Key Performance IndicatorCSI = Customer Satisfaction IndexECS = Employee Commitment score

Customer strategy - process

Page 31: Spa Manager Training Ewa Goos

Ewa Goos, Spa manager Yasuragi

Work 2 and 2

1.

Training 2 – Customer Knowledge

Page 32: Spa Manager Training Ewa Goos

Ewa Goos, Spa manager Yasuragi

Conceivability

CopingWillpower &Engagement

Balance

- Awareness/insight - why- +/- Consequences- WIIFM

- Resources (time/money/people)- Knowledge/experience- Information- Good example/ role models

- Ability - Obstacle/barriers

- Willing to change +/-- Compensation/rewards- Personal confirmation

Combination of two models:Prosci – ADKAR model Aron Antonowsky – SOC (sense of coherence)

Awareness

Desire

Knowledge

Ability

Reinforcement

Model for change management

Page 33: Spa Manager Training Ewa Goos

Ewa Goos, Spa manager Yasuragi

10 framgångsfaktorer

1. Create participation in change

2. Always focus on the vision, values and the brand statement

4. Everything you do shall breath customer and profit

6. Create awareness about driving forces/barriers. Strengthen/eliminate

7. Acheive ”quick-wins” to show the change is working

8. Give the employees concrete evidence that we are on the right path.

9. Make sure you have necessary resources to facilitate the change.

10. Create a feed-back model, follow up in dialogue

3. Appoint engaged sponsors within the company that will lead the change

5. Motivate, inspire, engage

10 Success factors for change