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We All Do This! | Michael McIntyre Standup Comedy

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Das Thema soll nicht nur in klar definierten Schulungen zur Sprache kommen, sondern auch über andere Medien und Wege den Mitarbeitenden die Relevanz der «Gastgeber-Haltung» aufzeigen. Aus diesem Zweck soll ein Newsletter (Arbeitstitel) entstehen, der in regelmässigen Abständen Themen aus dem «Gastgeber-Universum» zur Sprache bringt und auf attraktive, lustvolle Art und Weise den Mitarbeitenden kommuniziert. Wichtig ist hierbei, dass in diesem Newsletter unterschiedliche Medien verwendet werden, so dass eine spannende Varietät entsteht und somit auch unterschiedliche Lerntypen angesprochen werden.

Die SHL hat in ihrem Fundus viele Impulse, Texte, Videos, Podcasts, Buchtipps etc. zu diesen Themen und kann hinsichtlich der Redaktion dieser Newsletter aus dem vollen schöpfen. Um die Information jeweils aufzulockern, können beispielsweise auch Getränketipps, Restauranttipps oder weiterführende Infos aus der Welt der Gastronomie und Hotellerie eingebracht werden. Dies hat primär nicht direkt etwas mit dem Alltag in der Kundenzone zu tun – soll jedoch das Thema «Gastgeber:in sein» illustrieren.

Mögliches Newsletter-Konzept:

Pro Newsletter werden die einzelnen Elemente aus dem «Willkommen @ AKB» aufgegriffen und inszeniert.

Beispiel:

Vorbereitung – «Mein Umfeld und ich»: Ich bin mir meiner Gastgeberrolle bewusst und lebe diese aufmerksam und lustvoll.

Mögliche Themen und Inhalte:

-       Mini Checkliste zu diesem Credo – an was denke ich bei der Vorbereitung

-       Filmtipp zum Thema «Gastgeber sein» (z.B.: «The best Marigold Hotel»)

-       Interview mit dem Hotelier des Jahres (Christian Eckert, Omnia Zermatt) zum Thema: «was macht einen guten Gastgeber aus?»

-       Quote einer Person aus der AKB GL: was ist für mich eine gute Gastgeberin- ein guter Gastgeber?»

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Warum man in jeder Situation ein „Lächeln" bewahren sollte

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Vera F. Birkenbihl erklärt, wie wichtig Lachen in unserem Leben ist. Allen, die dieses unterhaltsame und lehrreiche Video immer noch nicht kennen, möchten wir es nicht vorenthalten.

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High-Touch vs High-Tech - Wieviel Digitalisierung verträgt die Hospitalitywelt?

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BEST EXOTIC MARIGOLD HOTEL - Trailer (Full-HD) - Deutsch / German

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For Love or Money 1993 Trailer | Michael J. Fox

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Dresscode - verbotene Socken | DW Deutsch

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Was auch immer Sie tun, tun Sie es gut. Machen Sie es so gut, dass die Leute, wenn sie es sehen, wiederkommen wollen, um zu sehen, wie Sie es machen, und sie werden andere mitbringen wollen, um ihnen zu zeigen, wie gut Sie das machen, was Sie machen.” 

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Die Kundenverblüffungsexperten Jörg Neumann und Philip Eicher sorgen dafür, dass Kundenbindung auf einem völlig neuen Niveau möglich wird. Wie schon in der ersten Auflage des Bestsellers werden sie vom fiktiven Musterkunden Joe Friedmann unterstützt, nun verstärkt durch dessen Frau Jeanette und die Kinder Matteo und Laura. Diese berichten in 18 unterhaltsamen Geschichten aus ihrem Alltag als Kunden. Originell und lehrreich vermitteln die Autoren exemplarische Kundensituationen, wie sie vielfach vorkommen, und ziehen aus jeder Situation die entscheidenden Schlüsse für die Kundenorientierung.

ISBN: 978-3-86881-280-0

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Ein echter Dialog, welcher zwischen Marshall Rosenberg und einem seiner Seminarteilnehmer stattgefunden hat.

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Daniel Langer is the founder and CEO of consulting firm Équité

By Daniel Langer

Coming back from a luxury masterclass with one of the world's leading brands, I am reflecting on a critical success factor between brands and their best clients: the emotional connection.

What divides the best brands in luxury from those lagging behind goes far beyond just product superiority, creativity or market presence. It is, at its core, a profound understanding - or lack thereof - of the luxury client's psyche during the sales process.

This understanding, or the absence of it, manifests in an organization's ability to clock in one all-time-high quarter after another or, conversely, to watch as their market share, revenue, profitability and desirability decline all at once.

Making connections
The journey to unlocking this emotional key is complex, as I am witnessing in almost every training, even with some of the most senior sales and marketing professionals in every corner of the world.

As humans we have the tendency to describe a product by its features. But what creates desire is not a rational analysis of an item, but the imagination of how a brand and its products fits in the lifestyle of the client.

It's about understanding the client's emotional framework and then delivering a genuine emotional inspiration. And the feedback I get again and again is that "this is hard to do when a client walks into a store." And it is even harder to do during the digital customer journey.

Yet, it is one of the most critical success factors for brands.

It demands more than just training on common sales practices, such as being well-groomed, well-behaved, proactive and friendly. I have seen countless experience audits where brands checkmark on all of the obvious trained markers and still only receive a 60 to 70 percent satisfaction rate.

I always like to remind anyone in luxury that excellent customer service is nothing special for a luxury client - it is the minimum expected service level. Even categories such as luxury hospitality are often too complacent in delivering something truly exceptional, again and again, and at all times.

The world is full with a sea of sameness of experiences, mostly underwhelming, and in worst case, arrogant. And as I often state, arrogance never feels luxurious.

To unlock the power of emotional connection in the sales process, brands need to go far beyond the aspiration to excel.

It requires a combination of deep client insights, relentless training and retraining, and an unwavering commitment to crafting an ecosystem that delivers an end-to-end luxury experience at all client touchpoints, always with the emotional world of the client in its center. This ecosystem must be built upon a foundation of strategy, systems, talent, situational awareness and executional excellence.

Brand breakups
Anything less risks the fragile bond between brand and client, potentially leading to a catastrophic collapse in value and desirability.

In a recent quantitative study, we could show that the vast majority of brand breakups - 65 percent and above - are not driven by a better experience with another brand, but by disappointment with the brand that the clients are already loyal to. Less than two underwhelming client experiences suffice to trigger a breakup.

The same study revealed, that in 100 percent of brand breakups, clients stated that they were disappointed with the human-to-human experience.

And, I like to remind luxury brands that a disappointing experience does not mean that someone was unfriendly. It means that the high client expectations - let's remember, in luxury expectations are always high - were not met.

Delivering an OK experience means to fail. Anything less than exceptional will eventually lead to a breakup.

This includes the after-sales service, something often overlooked, as most sales associates are only incentivized on sales but not on the after-sales part. This almost automatically triggers a focus on the next transaction instead of the client relationship.

The risk of misunderstanding or underestimating a luxury client's emotional triggers cannot be overstated. One misstep, one moment of disconnect, and the relationship painstakingly built over time can fall apart.

Emotional education
It underscores the critical importance of not just understanding, but acting upon these emotional cues. Every client-facing member of an organization must be adept at identifying and nurturing these emotional keys. And this only works with systematic trainings, something that most brands underinvest in.

In times of crisis and uncertainty, the importance of luxury training increases significantly. It becomes one of the most critical levers in gaining competitive advantage and creating desirability.

My observations from recent training sessions reveal a striking challenge: The difficulty in asking the right questions to not just identify, but truly understand, a client in the real-world situation of an in-store encounter.

Theoretical knowledge of crafting an emotional response is one thing; executing it in the heat of the moment is another beast entirely, highlighting the necessity for continuous, rigorous training.

And it is in my observation, frankly, what sets some of the most successful brands apart from those who aren't.

It's striking to me in how many luxury experience audits I encounter sales people who are unable to inspire and create desire. The economics are also striking: The difference in revenue between a salesperson that can create an emotional connection and someone who can't often exceeds two times, five times or more.

The emotional key to luxury is about selling a specific dream, a feeling, a belonging. It's ultimately what drives loyalty and makes clients literally fall in love with a brand.

But they will only stay in this love relationship if they feel that the relationship is nurtured.

The true cost in luxury is not to train staff sufficiently. Luxury depends on feeling the empathy of a human during every step of the client relationship. When we don't feel valued, there is no value.

The brands that succeed are those that recognize and cherish the emotional triggers of their clients. They are the ones who understand that the art of selling luxury is the profound and personal connection between brand and client.

This is the emotional key that unlocks true luxury success, and its mastery is what separates the leaders from the followers in the pursuit of desirability. Luxury is, in its essence, pure emotion.
Luxury Unfiltered is a weekly column by Daniel Langer. He is the CEO of Équité, a global luxury strategy and brand activation firm. He is recognized as a global top-five luxury key opinion leader. He serves as an executive professor of luxury strategy and pricing at Pepperdine University in Malibu and as a professor of luxury at New York University, New York. Mr. Langer has authored best-selling books on luxury management in English and Chinese, and is a respected global keynote speaker. Mr. Langer conducts masterclass management training on various luxury topics around the world. As a luxury expert featured on Bloomberg TV, Financial Times, The New York Times, Forbes, The Economist and others, Mr. Langer holds an MBA and a Ph.D. in luxury management, and has received education from Harvard Business School. Follow him on LinkedIn and Instagram.

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Luxury Unfiltered: Training is key to making emotional connections

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Luxury Unfiltered is a weekly column by Daniel Langer, an expert in luxury branding, hospitality and activations who was named a "Global Top 5 Luxury Key Opinion Leader" by Netbase Quid.