ramada presentation

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Presentation by: Bruce Krell Pat Niedert February 17, 2010

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Mid-Term Presentation for MBA 512 by Bruce Krell and Pat Niedert

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Page 1: Ramada Presentation

Presentation by:Bruce KrellPat NiedertFebruary 17, 2010

Page 2: Ramada Presentation

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.”

Page 3: Ramada Presentation

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

Page 4: Ramada Presentation

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

Page 5: Ramada Presentation

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

Page 6: Ramada Presentation

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

Page 7: Ramada Presentation

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”

Page 8: Ramada Presentation

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.

Page 9: Ramada Presentation

How data was collectedHow data was collectedAll answers from management

and employees:◦Recorded on a detailed summary

form for record and analysis

Page 10: Ramada Presentation

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

Page 11: Ramada Presentation

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

Page 12: Ramada Presentation

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

Page 13: Ramada Presentation
Page 14: Ramada Presentation

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

Page 15: Ramada Presentation

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.

Page 16: Ramada Presentation

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.

Page 17: Ramada Presentation

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

Page 18: Ramada Presentation

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