Excerpts from Be Our Guest, Chapter 5: The Magic of Process
- Take a process orientation to service delivery. Roughly three-quarters of service is delivered via processes. Processes are the policies, tasks, and procedures used to deliver service.
- Collect and analyze combustion statements. Combustion statements are indicators of service issues that need to be solved. Listen to and study your guests to identify and optimize those issues before combustion points become explosion points.
- Optimize guest flow throughout the service experience. Create the perfect service flow by optimizing the operation of products and services, allowing guests to self-manage their experience, and effectively managing unavoidable waits.
- Equip your cast to communicate with guests. Fielding questions immediately is an important component of customer satisfaction. Provide your cast with the right information in the right manner, at the right time.
- Create processes for guests who need service attention. Identify guests who need service attention, such as children, international customers, and people with disabilities, and implement processes to ensure they get a positive experience.
- Debug service processes continuously. Make an effort to continually improve your service processes at every opportunity. Fix design flaws and oversights. Adapt new technologies and techniques, and solve your customers’ problems before they ask for help.