Choice Renews Customer Focus

As part of a renewed focus on the customer experience, Choice Hotels Australasia has launched a Head Office to Front Office initiative which will see Australia’s largest hotel franchise group send its entire corporate team to spend a day in a hotel operator’s shoes.

Timed to coincide with the Customer Service Institute of Australia’s National Customer Service Week, 7-11 October and running until 30 November, the concept was developed to provide the Choice Hotels team with a greater understanding and appreciation of the day to day activities and challenges facing a hotel today.

Choice Hotels chief executive officer, Trent Fraser (pictured) said the activation will allow its head office team to gain an invaluable on-the-job insight into hotel operations.

“Superior service is the big differentiator in our industry and whether it’s working the front desk, lending a hand to housekeeping or taking orders from the bar, I’m looking forward to getting my hands dirty,” said Mr Fraser.

According to Mr Fraser, Choice Hotels properties that have a strong customer service focus enjoy a sustainable competitive advantage, attract better customers as well as more talented and motivated employees. For our business to further succeed, our entire corporate team – from marketing, sales, field services, accounts, legal and our call centre crew – need to better understand our customers and our franchisees. Getting back into hotels at an operational level helps us support our franchisees, learn from them and experience first-hand the challenges within the industry. Our team will also offer guidance and suggestions to our franchisees if we see opportunities where we can collectively improve our service offering to our guests,” said Mr Fraser.

Head Office to Front Office will kick off in Melbourne this week with several Choice Hotels team members heading off to hotels across the country, offering their services for an eight hour hotel shift working in operational areas including housekeeping, restaurant, kitchen and front office.

In addition to Head Office to Front Office, Choice Hotels will deliver customer service training programs to both corporate team members and its franchisees. Commencing in early 2014, the series of programs will concentrate on internal and external customers with an emphasis on providing exceptional and memorable service.

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