Excerpts from Be Our Guest, Chapter 6: The Magic of Integration
There are three features of great service moments to keep in mind. They are high-touch, high-show, and high-tech.
- High-touch refers to the need to build interaction into the guest experience. For the most part, we humans enjoy connecting with each other. So, if we create service solutions that give guests a chance to participate, make choices, and interact with the cast, they will connect more intimately with the experience and the organization that is providing it.
- High-show refers to the need to build vivid presentations into the guest experience. When we choose service solutions that are high-show, guests enjoy colorful, memorable experiences - the kind that they will talk about to others for months and perhaps years to come. High-show is a quality that is closely aligned to the delivery system of setting. So be sure to think about how to build it into designs for your organization’s physical assets.
- High-tech refers to the need to build speed, accuracy, and expertise into service solutions. When we do a good job of creating high-tech service, we give guests the gift of time, build products and services that approach the cutting edge of the possible, and often, maximize our own profits. Processes are particularly well suited to deliver high-tech, so as you create and improve processes, think about how they can be made more efficient and entertaining with technology.