ramada presentation
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Mid-Term Presentation for MBA 512 by Bruce Krell and Pat NiedertTRANSCRIPT
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