UNDERSTANDING EXCELLENCE - Make UK ...
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UNDERSTANDING EXCELLENCE
INTRODUCTION
Welcome to the inaugural Make We pride ourselves on taking
Venues White Paper report, which inspiration from a range of brands,
looks into the concept of customer sectors and individuals, some of
service excellence. which we showcase in this report.
This is an area we were passionate With the postponed Olympics now
about before the coronavirus crisis, set for 2021, it’s interesting to look at
as we think back to celebrating both improvements as a series of marginal
the 2019 BVA BDRC VenueVerdict gains, a sporting philosophy made
awards for Small and Mid-sized Group famous by Sir David Brailsford, the
for a seventh consecutive year, plus former performance director of British
Best Value for Money Venue Group cycling and current general manager
2019. It’s an area we’re still extremely of the Team Ineos cycling team in
passionate about as we reshape Manchester.
our business for a world in which
Brailsford realised, as many
the customer needs to feel safe and
businesses owners do, that there
assured that their chosen venue has
is no magic bullet to turn high
quality procedures in place for an
performance into elite performance.
exceptional experience.
He concluded that if you break down
As we continue to strive to deliver an everything you can think of that goes
offer that exceeds customer service, into riding a bike, and then improve
food and beverage, event delivery, it by 1%, you’ll get a significant
and venue product expectations increase when you put them all
across our three UK venues, we have together.
to repeatedly ask ourselves, ‘what
constitutes quality in today’s world?’
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In terms of improving kit and hardware, I know it is a cliché but ‘happy staff lead
like in any business, there were obvious to happy customers’ – body language,
benefits to British cycling. But the concept attitude, personality, empowerment and
of marginal gains really sets itself apart by passion.
shining a torch into unexplored corners.
In the meantime however, the notion
Riders had their own personal of ‘Excellence’ can be defined in other
hypoallergenic bedding and mattresses ways too. In this report we explore the
transported from hotel to hotel to improve relationship between achieving brilliance
their sleep quality, whilst a surgeon and contributing factors such as the need
was hired to teach athletes proper hand for purpose, and - specifically for our
washing techniques to minimise illness industry - how creative customer service
(something we’ve all now had to relearn). and food and event formats play their part.
Literally no stone was left unturned in We hope you gain inspiration from our
the search for marginal improvements delve into understanding excellence. And
and the results were there to see - Team we look forward to welcoming you to a
GB won 16 gold medals at the 2008 Make Venues property soon.
and 2012 Olympics in cycling and have
David Vaughton
utterly dominated the Tour de France for
Make Venues, Managing Director
a decade.
It is not our role to determine what quality
looks like as the customer drives our
standards through their expectations
and demands. Our success in achieving
excellence is governed by how we
engage with customers and get to
understand their needs.
It isn’t about having the flashiest product
offering but how we make the customer
feel, do we make them happy and
content. A ‘moment of truth’ that delights
a customer will override any other
observations they have made up until that
point.
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Quality has long been a familiar way of This trend was given a massive boost
marketing and branding a product or by Simon Sinek’s book and TED Talk
service, from the heritage grandness called Start with the Why. He articulated
of Fortnum & Mason and the Ritz, to how people no longer wanted to know
QUALITY ,
hand-stitched leather seats in an Aston simply about the ‘How’ of a product or
Martin. Believe it or not, the lager Stella service but more importantly, the ‘Why’,
Artois was also branded as “reassuringly its purpose.
expensive” in one of its earliest modern-
ON PURPOSE
There’s been a simultaneous rise in
day campaigns.
interest in our own personal values
More recently, we’ve started to expect and purpose, influencing everything
and enjoy so-called ‘quality experiences’. from starting our own business as an
From music festivals to theatrical and entrepreneur to a much greater interest in
outlandish dining out, we also want to working in an ethical environment.
The concept of ‘Quality’ in both goods and services feel special, the first through the door,
We now actively seek out companies,
has been around for a very long time. respected, prioritised and able to convert
services and experiences that match our
that experience into ‘Instagrammable’
Literally hundreds of years. highest values. And those companies
photos and stories to share.
who have treated employees badly during
It’s weaved into our language – just think of familiar Covid-19 won’t change this but it this pandemic or who haven’t lived up to
marketing phrases like ‘hallmark of quality’, ‘quality will shine a brighter light on an often our value expectations will find it harder
guaranteed’ or ‘great quality every time’. understated aspect of how we view to regain consumer trust.
There are ‘Quality Standards’ in hotel quality that is now coming increasingly to
In reality, values have always been
accommodation and visitor attractions, as well as the fore – values.
our most important drivers in making
many other business areas. More recently, these As far back as the formation of the Body decisions. There’s a concept known as
standards have also grown to reflect environmental Shop, the very first company perhaps ‘neurological levels’ that suggests our
For most, the term quality
and green quality marks in response to consumer to put its values front and centre of its behaviour comes from a much deeper
is synonymous with service
demand. appeal, companies have been doing more level than we think. It’s a hierarchy of
excellence. Ken Kelling, a life
coach for overworked event We also understand the concept of a ‘quality service’ to convince us that their values should thought that implies our behaviour is
professionals, discusses the – a blend of efficient and friendly service standards make them a service of choice. always influenced by our purpose, values
relationship between quality that are customer-centric, prompt and focus on and beliefs. These are really what’s
and a sense of professional timely communication. influencing our decision-making.
purpose.
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SO WHAT DOES ALL THIS MEAN FOR VENUES?
It means getting crystal clear on your values as a
workplace, as people, and what it means for those
you work with, including your clients, especially in
today’s ‘new normal’.
It also means thinking about the impact you want to
have on others, including your local community and
the world at large. How do you want people to feel
about you? What do you want them to know about
your purpose?
These ideas may seem far from the notions of
service excellence that we’ve lived with for many
years, but with increasing awareness of sustainability
in its widest sense, buyers and planners are thinking
about these ideas because they know how their
delegates and attendees want to feel.
They will be looking for venues, services and
products that are clear about their purpose and
that will help them deliver a quality, purposeful
experience for attendees.
Those destined to succeed in this context will be
clear about, not just what and who they are, but also
their ‘why’ and the impact they want to have on those
that come into socially distanced contact with them.
It’s the newly paved road that leads to a stand-out
experience.
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WHAT DOES THE RITZ-CARLTON HOTEL SARASOTA
OUTSTANDING
When it comes to customer service, The Ritz-Carlton Hotel
Company is often spoken about in the same breath as iconic
people pleasers such as Disney and Starbucks.
In his book, What’s the Secret to Providing a World Class
SERVICE LOOK Customer Experience, author John R. DiJulius writes, “I left
The Ritz-Carlton Sarasota in such a rush for the airport that I
forgot my laptop charger in my room. I planned to call when I
LIKE FOR
got back into my office, but before I could, I received a next-
day air package from The Ritz-Carlton Sarasota. In it was my
charger, with a note saying, ‘Mr. DiJulius, I wanted to make
sure we got this to you right away. I am sure you need it, and,
PEOPLE-FOCUSED
just in case, I sent you an extra charger for your laptop.’”
The note was signed by an ordinary member of hotel staff.
When DiJulius investigated further, he discovered that
BRANDS?
Ritz-Carlton actively encourages staff to improve the guest
experience by authorising them to spend up to $2,000 per
day on creative customer service solutions when necessary.
Another heartwarming example is when Ritz-Carlton helped a
dad convince his son that a left-behind stuffed giraffe was just
How do brands earn the loyalty of their They provide frictionless communication enjoying a few extra days holiday by creating a booklet filled
customers? How do they consistently and support with a human touch, plus with photos showing how Joshie the giraffe had spent his
delight and empower people so they not they focus on implementing rapid, time, before being posted home.
only keep returning, but they refer others problem-solving solutions that leave
to become customers too? lasting and memorable impressions.
The answer often lies in exceptional The following brand examples each
customer service and brand purpose. provide an inspirational take-away that we
To achieve excellence in these areas, can all adapt to suit our pursuit of quality
successful brands promote the values during these unprecedented times.
that their customers truly care about.
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SOUTHWEST AIRLINES
The world’s largest low-cost airline has long been hailed
a bastion of quality customer service with a raft of tales
to support its global reputation for competitive prices, free
checked luggage, friendly employees and a hassle-free
experience.
Our favourite story is the one about the suitcase belonging
to a teenage girl, which showed up on the luggage carousel
with a damaged handle. When the girl’s father walked into
the Southwest office to complain, he was greeted with a
friendly employee and a choice - he could either fill out some
paperwork and arrange to have his luggage repaired, or
Southwest would replace the luggage with a brand new piece;
LYFT immediately – on the spot.
Lyft, the ride-sharing company operating in 644 cities throughout the United Choosing the latter, the man was taken into a room that was
States and 12 cities in Canada, is a great example of a purpose-led brand. Its filled with all types of new luggage. He was asked to pick out
customers take pride in supporting a business they feel represents their social one that closely resembled his daughter’s broken luggage.
and political views. After a very short amount of paperwork to acknowledge
In 2018, Lyft announced it would immediately start offsetting the carbon the exchange, it was just a matter of transferring the girl’s
emissions from all rides globally. This was a multi-million dollar investment in belongings into the new luggage before heading home.
the first year alone, which has made Lyft one of the top voluntary purchasers of It’s easy to be great when things go well. It’s when things
carbon offsets in the world. don’t go well that can make or break a reputation. That’s
The year before, Lyft donated $1 million to the American Civil Liberties Union when a good system has to be in place.
(ACLU) in response to the introduction of an executive order that restricted That system, along with properly trained employees, can be
immigration from seven Muslim-majority countries to the United States. the difference between losing and retaining a loyal customer.
Lyft joined the widespread condemnation of the act, writing in an email to
customers: “Banning people of a particular faith or creed, race or identity,
sexuality or ethnicity, from entering the U.S. is antithetical to both Lyft’s and our
nation’s core values. We stand firmly against these actions, and will not be silent
on issues that threaten the values of our community.”
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IN CONCLUSION
Jo Causon, CEO at The Institute of
Customer Service sums it up best:
“In today’s complex world, it is
vital that organisations get the
basics right first - efficiency of
service, complaint handling and
the actual customer experience.
On top of this, consumers are
WARBY PARKER placing growing importance on
Warby Parker, an online retailer of When Warby Parker sends customers trust, transparency, emotional
prescription glasses and sunglasses glasses to try on, it recommends sharing
based in New York, has revolutionised selfies on Instagram using the hashtag connectivity and ethical behaviours.
the way people purchase frames and #WarbyParkerHomeTryOn.
eyewear by enhancing the customer
Our research shows there’s a
Take a look, it’s a great way to encourage
service experience.
brand advocacy among followers and
compelling argument for meeting
Upon arriving at Warby Parker’s website, get friends to give their opinion on which both these types of customer
visitors are asked to take a quiz, which is frames to go for.
both fun and designed to build excitement priority for a profitable business
Providing customers with more options
about the product range.
and making the purchasing experience return. Brands can overcome the
From there, visitors can browse the fun, frictionless and ‘Instagrammable’ has uncertainties we currently navigate
selection of frames, and they can choose transformed Warby Parker into a beloved
five options to try on, free of charge, at fashion brand. as businesses by understanding
home. No reason to leave the safety of
your home, no reason to travel to a store
what is genuinely important to
and try on frames wearing a face-mask. today’s consumer and acting on it.”
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THREE EVENT
CONCEPT IDEAS
FOR A MEMORABLE
ATTENDEE
EXPERIENCE 1 . ENCOURAGE SOCIALLY-DISTANCED PLAY THROUGH GAMIFICATION
Gamification is the process of creating
game-like systems around content,
getting them to compete against each
other in challenges such as checking into
whether that be by creating teams, sessions, sharing photos, and scanning
Service excellence is often synonymous with rewarding points for tasks, or tracking QR codes around the venue.
personalisation when it comes to the event experience. completion. It’s a great way to incentivise
Attendees were even sent a Hogwarts
attendees to engage with content in
Innovative and meaningful meeting formats are preferred acceptance letter letting them know
meaningful ways.
over large impersonal auditoriums as planners seek to which house they had been sorted into
foster authentic engagement with both the content, the YourMembership, the world’s largest by the Sorting Hat. Upon entering the
venue surroundings and between attendees. provider of membership-management conference space, they had received a
software, used an event-specific app push notification letting them know that
Here’s three ideas we endorse across Make Venues to
to divide delegates into the four Harry they’d arrived at Platform 9 ¾.
get attendees involved and engaged
Potter-themed houses of Hogwarts before
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2 . FACILITATE SMALLER GROUP 3 . TAKE THEM OUTSIDE
DISCUSSIONS There’s nothing better than making use
By creating breakout sessions in smaller of the great outdoors to stimulate creative
groups, events can not only take place thinking, maintain attendee energy
more safely but these smaller gatherings levels, inspire a different perspective and
will also encourage more audience promote a healthier, more covid-aware
participation, give everyone a chance to environment.
say their piece, and make sure that each At Woodland Grange, we have introduced
attendee is heard. fire pits situated on the lawn adjacent to
During IMEX America each year, Hot the venue’s Café Bar.
Topic Tables tailored around a specific The fire pits, as well as being a warm
subject, give attendees the opportunity and welcoming home comfort, are also
to break out and discuss the topics that designed to allow team building exercises
are most important to them with a handful and incentives to continue after the
of peers who share the same interests. meeting, but in a more relaxed way.
These small, moderated round-table
discussions prevent attendees from They are ideal for story-telling, informal
becoming disengaged by spending a post event discussions, or the chance to
whole day in a large group listening to sit with a drink and roast marshmallows
speaker after speaker. at the end of a productive day. They’re
literally perfect for a campfire format in
the summer months.
www.makevenues.co.ukFOOD FOR When we talk about our commitment to great food,
we’re promising so much more than maintaining high
THOUGHT
standards of food on the plate. We scrutinise every
element of the offer, from sourcing to packaging,
transportation to aesthetics and how we serve each
dish.
David Vaughton, Managing Director of Quality in food is also a farther-reaching subject,
Make Venues shares his beliefs on what concerning global food production and its economic
constitutes a first-class food offering in a and ecological effects; from the cost of rearing beef
culture of ever-changing nutritional trends. to the growing movement of vegetarian and vegan
lifestyles. All the time though it is twinned with the
increasing discernment amongst consumers to get
In November 2019, George Midgeley, our Head Chef the best, tastiest, healthiest meals, created with
at Woodland Grange, picked-up the prestigious ‘best authenticity and care.
main course’ accolade at the Venues of Excellence Pre-coronavirus crisis, the food display at Woodland
annual ‘Cook & Serve Awards’ with a dish that was Grange was laid out in buffet formats. The display
hailed as ‘Michelin standard’ by the judging panel. would start with the most stunning rainbow salads;
The award served as the pinnacle of a series of beetroots, carrots, greens, sweet potatoes, tomatoes
initiatives we’d undertaken over the course of the and aubergines. They looked colourful and inviting,
second half of last year to reinforce our promise of so much so that they made the salad bar a viable
focusing on a exceptional food and beverage offer alternative to the other ‘naughty’ goodies displayed
throughout the venue group. further down, not just ‘a place for the healthy people’.
At the time of George’s award, Woodland Grange’s Along from there we had pulses, beans, lentils
General Manager Mark Thurman said: “This and other energy options, also as part of the salad
recognition underlines our commitment to great food section, and again bringing colour and interest to the
and our desire to reach the highest standards in the display.
industry. It is also a great source of pride amongst
both our staff and our customers, that we’re serving
this level of quality every day.”
www.makevenues.co.ukAs one moved along, delegates could
grab their meats, either to supplement the
salads and greens, or for those looking to
a hot menu option.
But equally, we need to remind ourselves
that although delegates are on business,
this is also a ‘day out’, and we can’t be
judgemental on anyone who wants to
THE LAST WORD
treat themselves. We hope you’ve enjoyed our delve into the notions surrounding service excellence
These meats are sourced only through
providers who give their livestock the In truth, despite the changing trends of The last word goes to Genevieve Scoville, Head of Content for Policy Foresight,
best possible environment to support the food movement and the fact that we a provider of training and symposiums for government officials, local practitioners,
their welfare. Every supplier we work are currently unable to display our food in academics, third sector professionals and business leaders to gain insight into
with shares our values on ethics from the a buffet-style format, we’ve never really national policy thinking and local policy implementation. Genevieve says:
outset. Things taste better when they are changed from the basics of what quality
produced with care and consideration, food is all about; colour, variety and “Quality is a fundamental requirement Its excellent quality is underpinned
that’s from farm to fork. nutrition. for success. It is about delivering by outstanding customer service. The
Moving towards the end of the display, This has helped us excel as both a food a seamless product without the staff are warm, enthusiastic and hard-
delegates could choose ‘naughties’ and business and a meetings and events impression of excess effort. Central to working, understanding the needs of
stickies. one. For now, what makes our food stand this is providing an excellent service their clients, organising everything to
out is in the taste and governance but I that matches the needs of a client meet them whilst remaining flexible
Even with the desserts, everything is whilst making them feel valued in to respond to any changes that arise.
look forward to the day our buffet display
made on site, using fresh ingredients, in the process. Broadway House, the This drives the sense of being valued
returns. Sometimes you just have to stick
season, and sourced locally whenever Westminster-based venue we use, as a client and they act as a key
with the basics, all the answers are there.
and wherever possible. For the very does this in leaps and bounds. partner in the successful delivery of
pragmatic reason that it can be served every event.”
fresher and tastes better. Our chefs, like “For almost 10 years, I have worked
myself, believe in this approach very with Broadway House and continue
strongly. to return to organise conferences at
the venue because it provides such an
excellent service.
www.makevenues.co.ukDiscover one of Make Venues’ three venues of quality for yourself. Visit www.makevenues.co.uk or call us on 0845 8623366 to arrange a visit or enquire about holding an event.
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