The Amazement Revolution _ Chapter Four _ Provide Membership Flashcards
Membership is an experience for virtually anybody you need to work with to achieve certain goals.
people who have achieved special status by virtue of their decision to work with you.
These people should be your internal and external customers, stakeholders, virtually anybody that come into contact with you to achieve certain goals.
START WITH RECOGNITION, THEN ADD VALUE
The reason for our success is no secret. It’s the Golden Rule
the simple idea that we should treat others the way we would want to be treated.
How to create a membership experience? four season hotel (part 1)
Four Season Hotel:
Recognition:
they create a membership experience within the first sixty seconds of a guest’s check-in discussion
The Four Seasons staff gives their guests an instant feeling of inclusion, making them feel welcomed and special.
The receptionist will actively greet guests, smile, make eye contact, and speak clearly in a friendly manner. The receptionist will create a sense of recognition for each guest by using the guest’s name in a natural manner and by offering a “welcome back” to return guests.
The registration process will be completed within four minutes, including queuing time.1
I am here. I see you. You are the most important priority for me right now, and I am not putting any other task in front of the task of serving you.
the Four Seasons check-in process has crafted the recognition component of this critical greeting and welcoming process for the receptionist.
Four Seasons uses a “three-R” mnemonic to help its team make the right kind of connections with guests, time after time: Recognition, Reassurance, and Respect.
How to create a membership experience? four season hotel (part 2)
The people at Four Seasons have done decades of careful research on what people in their target market of wealthy business travelers value most highly.
The Four Seasons does not keep them waiting, at check-in or anywhere else.
When you create processes that deliver personalized recognition to your customers, and you couple that with enhanced value that is difficult for your customers to obtain elsewhere, you create a special environment, a new world that your customers value, remember, identify with on a deep level, and want to return to. You create membership.
