Stowe Shoemaker, PhD 229 C.N. Hilton Hotel

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Stowe Shoemaker, PhD229 C.N. Hilton Hotel
CollegeHouston, TX  77204-3028713-743-7371
office713-263-4970 mobilesshoemaker_at_uh.eduwww.s
toweshoemaker.net
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Fair Share versus Actual Share
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What To Do When Get Home

1. Undertake 14 Cs analysis for your property.
   Questions to ask how is your firm using each of
   the 14 Cs to advance the customer relationship?
   What opportunities are available after taking
   the analysis?
2. Examine your customers as they move through the
   purchase cycle. Ask what are we doing at each
   stage to move the customer through the cycle?
   what barriers are inhibiting them etc.

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What To Do When Get Home

1. Ask, what are our different customer groups?
   What are our customers really buying? What are
   we doing in operations to provide this?
2. Give employees the survey you took on how
   customer friendly organization really is
3. Use results of the survey to implement Rater
   system in each department

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What To Do When Get Home

1. Take matrix of competitive advantage and fill in
   for each department that is what actions is each
   department taking to build competitive advantage?

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Value Efficiency Quality Innovation Customer Responsive Size
Infrastructure
Manufacturing
RD
Marketing
Materials Management
Human Resources
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What To Do When Get Home

• Identify major sources for information on trends
  impacting your business. Some are listed in class
  notes, others need to be searched. For instance,
  here is Food Service Europe and Middle East
• http//www.digitalflip.de/a4/fse0308/flipviewerxp
  ress.html
• Once sources have been indentified develop a
  systematic way to analyze and interpret.
  Basically, following diagram on next slide.

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What To Do When Get Home

• Identify the different segments. For each segment
  take the customer through buying behavior model.
  Look for ways to move members through each
  component. If segments look for different things,
  how do we make this operational (e.g., think
  restaurant study?

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What To Do When Get Home

• If you have a database, develop a scoring
  mechanism to place a value on each customer.
• Examine surveys you are currently using. Make
  sure you had questions that measure the
  following
• Likelihood that customer will refer
• Number of people who recommendation will be made
• Percentage of those will come based on the
  recommendation
• How many times customers visit in a certain time
• Percentage of repeat guest

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What To Do When Get Home

• Ask How am I creating WOM at my property? Begin
  to develop strategies to create WOM. Look at each
  type of WOM discussed in class.
• Undertake competitive positioning for your
  property and identify appropriate actions to
  improve your position.
• Review notes on market research and read articles
  in notebook.
• Competitive Value Maps for each market segment
  especially for corporate accounts
• Examine Positioning Strategy

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What To Do When We Get Home

1. Tape reservation calls
2. Review each call with reservation team to
   incorporate RATER system, prospect theory (quote
   order, reason for visit, call to action, etc.)
3. Change reservations to inside sales
4. Examine how you package it is not all about
   price, it may be about convenience

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What To Do When We Get Home

1. Develop different scripts at reservation center
   to increase revenue. Test the different scripts
   using test-control group (think Venetian study).
   For instance, bundle internet access, movies,
   etc.
2. Examine possibility of calendar for quoting rates
3. Investigate undertaking study to determine
   consumers price sensitivity.