ramada presentation

Presentation by:Bruce KrellPat NiedertFebruary 17, 2010

What is the business research What is the business research method? method?

“It is the systematic process of inquiry that provides information to guide business decisions.”

Topic OverviewTopic OverviewPerceived customer service

◦Mid-tier hotels showing recent downward trend

Ramada holds steady but bracing for problems

Ramada embraces three areas of customer satisfaction: Hiring Training Motivation

Background InformationBackground InformationThree Business’s Ramada

learned from:◦Disney

Set benchmark for exceptional customer service

◦Southwest Airlines Captured an essence of “fun” in air travel

◦TGI Friday’s Low employee turnover, and high

employee loyalty

Research QuestionResearch QuestionHow can Ramada motivate

employees to show exceptional customer service?

Relevant Factors◦Change current training approaches◦Face-to-face employee input◦More rewards for employees

HypothesisHypothesisNew training techniques and

employee satisfaction equals exceptional customer service.

Data collection◦Hired Unifocus

In-depth guest surveys at every property

◦D.K. Shifflet’s syndicated research on customer service Use 10-point scale

How data was collectedHow data was collected

Target Audience◦31,000 employees at 900 Ramada

properties Face-to-face (Open-ended) employee input

“To bring about change in corporate culture and mindset would take more than employees

checking off boxes on a piece of paper”

How data was collectedHow data was collectedPlan of Action

◦Rather than have a stereotypical meeting, they created an atmosphere similar to a hotel grand opening Festive atmosphere, food, comedy

◦Headquarters staff arrived: Morning: Extracted information from

management, hearing issues Afternoon: Employees invited to share their

ideas and concerns about the three initiatives.

How data was collectedHow data was collectedAll answers from management

and employees:◦Recorded on a detailed summary

form for record and analysis

Results of ResearchResults of ResearchCurrent Training

◦Boring & IneffectiveRFS’s Benchmarking states:

◦Exceptional customer service stems from a more interactive (fun) training approach

◦Higher employee involvement generates more knowledgeable employees Happy customers

Results of ResearchResults of ResearchRewards for accomplishment

◦Originally big ticket rewards, over long period

Employee Response◦Became lackluster as time

progressed Solution:

Create more incentives over a shorter period of time for greater inspiration and involvement

Goals of AnalysisGoals of AnalysisEstablish what factors influence

employees (Hiring)◦ Currently: Screen prospective employees for

characteristics revealed by Predictive Index

RFS Training◦ Currently: Traditional method scrapped,

integrated new interactive, multimedia training. Additionally, self-paced learning has been established at less busy Ramada’s

Goals of AnalysisGoals of AnalysisMotivation Program

◦Currently: Focuses on rewarding employees on different levels of accomplishment Performance Supervisor Peer Nomination Completion of Training Modules Continued self-directed efforts for personal

development by employees

Reporting AccomplishmentsReporting AccomplishmentsHiring

◦Allowed for RFS to understand what to look for in a prospective hire, personality and mentality

Training◦Discovered that traditional methods became

outdated and that establishing newer, more interactive and modern techniques, could catalyze employees

Motivating◦Smaller awards over a shorter term were more

attainable than larger over long term.

Current Results Current Results Ramada now scores in the good to

exceptional range within the D.K Shifflet service ratings◦Increase of 30.5%

Employees are more interactive and using their point system to gain rewards and gifts

The motto of “Personal Best” is company wide rather than just an HR term.

Current ResultsCurrent ResultsAs a result of their efforts:

◦Named to the 2009 Fortune World’s Most Admired Companies

◦Wyndham Worldwide ranked second on the list in the hotels, casinos and resorts category

Recommendations for Recommendations for RamadaRamada

Survey techniques to management and employees◦Great idea with grand opening technique◦Problems:

“Groupthink” may have become evident Lack of involvement

◦Solutions: Still maintain a survey for hand written

responses Creates anonymity