Today’s
Concierge - A Role Model of Service Excellence and Profitability
By
Roberta Nedry, President, Hospitality Excellence, Inc.
Roberta Nedry |
Concierge...
the word appears almost everywhere these days as the
ultimate symbol of personal service. No longer only
the domain of the hotel lobby, the word "concierge"
is appearing across all industries as an individual,
whole departments and even virtual functions. When "googling"
in the word "concierge" for an internet search,
almost four and a half million choices appear. This
is more than double the two million results of the same
search done last year. The profession is hot and the
demand is extraordinary.
Consumers
and guests are driving these increasing numbers with
a frenzied desire for more personal service. At the
same time, organizations are scrambling to convince
a skeptical public that the personal touch still exists.
They plug in the word "concierge" |
| with
hopes that the public will symbolically appreciate the
effort yet many simply use the word or hire an individual
without the essence and skills of the professional concierge.
The ability to truly deliver exceptional service does
not automatically appear by simply adding the word concierge.
Organizations that hire properly trained, professional
concierges will see significant impact to the bottom
line and guest/customer satisfactions levels will soar. |
Hotels
and hospitality organizations have long been noted as the
original venues of this profession yet even those environments
are seeing tremendous change and with vision, opportunity
in this multi-dimensional role and profession. Today's concierge
plays an increasingly strategic role in the overall guest
experience. As the ambassador and key focal point for all
types of questions and answers, a professional concierge can
make the mundane seem special and the out-of-the-ordinary
seem simple. But how does that translate to dollars.and business?
Do general managers, senior executives and even the concierges
themselves really understand the value of this role and the
multiple contributions the concierge makes to the bottom line?
Guests
are not only affected by the courtesy and resourcefulness
of the concierge, but by the intangible qualities that shape
perceptions of the property or organization they represent.
Through their role, they have the opportunity to impact repeat
business, referral business, extended stays and additional
income.
Every
time a request is made, entered into a log book or computer
or a phone call is answered, that concierge is documenting
valuable data which contributes in some way to the business
of that environment. A good concierge can let any manager
and even vendors know about changing guest demands and help
train fellow employees. Professional concierges provide one-stop
shopping where guests can have multiple needs and interests
addressed.
Many
concierges serve as an extension of the general manager or
senior executives, whether the concierge and their management
know it or not. They both have the same need for the hotel/organization
to operate efficiently as a unit. Both must build business
for all departments, not just their own. Many managers do
not have enough time to interact with guests at the level
they desire. Whether by accident or on purpose, management's
highly interactive guest role is often delegated to the concierge.
Many concierges today are charged with overseeing lobby staff,
managing the service levels of frontline guest interaction
and are regularly scheduled for management duties. General
Managers and executives in other organizations who employ
a concierge should take a closer look at extending that role
and recognizing the substantial business opportunity with
a truly professional concierge.
And
while publicity about the concierge profession tends to focus
on the "unusual requests" a concierge might receive,
gratuities, both deserved and "under the table"
or even news items about the demands of hot tempered celebrities,
there is little that focuses on the business side of this
profession and the service excellence of a skilled concierge.
Take
a look at just some of the tasks and responsibilities a concierge
might handle, which go well beyond making dinner reservations.
Consider the fact that today our guests have thousands of
lodging, dining, restaurant, entertainment and meeting options.
Hundreds of transportation sources to get guests to and from
destinations. Multiple choices for day and night activities.
Unique requests for major business and leisure needs. The
concierge directly influences many of those decisions.
Do
management teams, including marketing and financial executives
know how many rental cars the concierge arranged and by which
companies? How many itineraries were set up, both business
and pleasure? Do they know how many and what types of dining
choices guests have, how many reservations are made on property
and where they like to go when they do go off property? How
many theatre or other event tickets have been reserved and
are there any leisure time patterns/trends emerging? How many
new or extra services have been uncovered to meet guest needs?
Are there some common tour/activity interests around which
packages or other business boosters could be developed? What
percentage of time is allocated to business services, amenities
or room service? How often is the concierge coordinating requests
for repairs or operational issues to keep guest tempers in
check (like Russell Crowe!)? How many times have guests asked
for help in checking out, or staying longer, or arranging
their next visit? Repeat business, referral business, extended
stays, additional income-PROFITABILITY!!!
How
many concierges have developed/negotiated new vendor relationships
which add up to greater leverage for better rates to better
serve guests? How many concierges are the first points of
contact for prospective investors? What role does/should the
concierge play with loyal and returning guests? Some concierges
work with Tourism officials or CVB staff which not only builds
business for the hotel but for a destination. In fact, Elaine
Oksner, a former President of Les Clefs D'Or, USA, the international
association of top concierges, was one of the delegates selected
to attend the first White House Conference on Travel and Tourism,
by none other than President Clinton. He and other top Washington
officials valued concierge input for developing a national
tourism strategy. Hotels should value the same.
How
many concierges have assisted guests and meeting planners
with party planning ideas or assistance with corporate meetings
or other business events which represent future business?
A concierge must be technologically savvy to keep up with
the multitude of information sources which help them service
their guests. And, since the concierge is often one of the
most connected persons in town, many concierges assist fellow
employees as well as guests with their requests. This results
in saved time and in turn, more productivity for that employee
while on the job. What is that worth in employee retention,
satisfaction and human resource dollars?
Many
human resource professionals are discovering the value of
the concierge role as a cost effective way to attract, train
and retain valuable employees. The concierge can be the utility
player who models service excellence, cutting across all departments.
And, don't underestimate the value of a concierge as another
benefit to help decrease employee stress. Some hotels and
organizations use the concierge to help welcome and orient
new front-line employees. They recognize that investing time
in showing new employees how to energetically provide good
service and memorable guest experiences can help hotel/business
managers avoid the consequences.and costs.of guest or employee
dissatisfaction. The concierge can become that catalyst and
in turn, the role model.for the seamless delivery of service.
The
key is to hire professional concierges who are trained in
service excellence and have the credentials to handle all
of the above. Les Clefs d'Or, the only international association
of professional hotel concierges, awards the prestigious keys
of gold to concierges who have fulfilled a five year commitment
to the hospitality industry including three years to the concierge
profession. Les Clefs d'Or concierges strive to deliver the
ultimate guest experiences in quality service and uphold the
highest professional and ethical standards of the concierge
profession. The National Concierge Association grants memberships
to concierge professionals whose principal occupational responsibility
is to complete or facilitate any request that is legal, ethical
and appropriate. Others who have received or pursued concierge
specific training and who understand guest experience management
are also worthy candidates.
Another
key facet of a truly effective concierge is the ability to
network and make things happen. A good concierge has or can
build a powerfully effective rolodex and network. Seasoned
concierges can call on resources from around the world to
ensure guest expectations are not only met, but exceeded.
Look for a concierge who understands the importance of developing
and nurturing relationships, not just contacts.
Recognize
that a professional concierge, who has all of these ingredients,
should be recognized and compensated for the integral guest
service and bottom line contribution that they make. Tie them
in to the profitability they generate. Understand that their
role has escalating significance and should be reflected on
the pay scale. You get and your guests get what you pay for.
Don't depend on the fickle generosity of guest gratuities
to motivate a seasoned pro. While they make it look easy and
even fun, a concierge's job is challenging and their unique
skill sets are in demand. Hold them to a standard and compensate
them for it.
Entrepreneur
Magazine noted concierge services as the hottest business
idea of 1999. Now, almost six years later, concierges are
in real estate, brokerage firms, automobile dealerships, healthcare,
law firms, funeral homes, consulting groups, airports, beauty
care, call centers, technology, transportation and the list
goes on and on. Corporate concierge programs are doing thousands,
and in some case, millions of dollars in sales. One innovative
former Les Clefs d'Or credentialed concierge in Naples, Florida
branched out to form a unique concierge services firm. TeCroney
Concierge Services offers everything from a rental concierge,
virtual concierge, notary on the go and even timeshare representation,
all with the standards of service guests/customers expect
from a concierge. As his company's track record develops,
franchising may be in his future. He started as a hotel concierge
and is now a successful entrepreneur. Major companies like
American Express and Conde Nast Traveler all have extensive
concierge functions to better service the prestigious clientele
they serve. Many concierges are being lured away from the
hotel environment as they respond to industry and consumer
demand for service role models.
Here
are six points to consider in evaluating and grading your
property on the potential for service excellence and profitability
in existing or desired concierge roles:
