9. Operational Excellence delivering the Best Visitor Experience/Customer Service
Contents
Building your Activity & Attraction Business
9. Operational Excellence delivering the Best Visitor Experience/Customer Service
The project plan & timelines refers to the following areas:
- Strategy
- CRM SOPs (i.e. how the organisation communicates with the visitor database)
- CC SOPs (i.e. how the Customer Service communicates with visitors – e.g. complaints/compliments etc)
- Training (Integrated into everything for launch and ongoing training needs)
- Social Media interface SOPs/brand essence (i.e. how the marketing team interface with the Operations team & who does what)
- Dry Run/soft launch project plan
Every area of the business must have Standard Operating Procedures which form the basis of the Training manuals will ensure a consistent approach. If this is aligned with the Vision/Mission and Values and supports the wider business strategy the elements of ‘What does good look like’ will be very clear. These standards also must flow though the Staff Processes – in particular the Employee Handbook will refer to some standards in particular.
Standards must be applied to all areas of the business e.g.:
- Customer experience: Acknowledgement/smile/time taken for queue/service levels etc.
- Health and safety: SOPs/First Aid/accident stats/Risk assessments will determine
- Duty Management: SOPs/Checklists and accountability matrices
Every element of a Standard Operating Procedure must have a standard level to attain – E.g:
- Uniform Standards - What is acceptable/what is not?
- Staff Behaviour standards - What are the expectations in certain areas?
- First Aid Procedures - What happens when.
The aim is to have a clear framework for Employee expectations and accountabilities at every area of the business, with a clearly defined specific standard for each, with reasons why and training support. If standards are set, then there needs to be a clear method of review – e.g. Mystery Shopper programme. Clearly there also needs to be clear reference to consequence if standards are not met, and performance management must take place in a clear and transparent way in order to maintain standards.
Operational Excellence can only be delivered with a clear focus and clarity in the following areas of the business:
- Are all staff engaged in the mission/vision & values? Excellent Staff engagement
- Does everyone have the right training to do the job? Excellent Training
- Has everyone got the right tools to do the job? Excellent Tools
- Do we communicate excellently? Excellent Communication
Clear systems and processes which deliver operational excellence need to be formulated as part of the Standard Operating Manual, and built in to initial and ongoing Employee Training.