The almighty comment card. You probably have something like this in your business. For some, the comment card has switched to an online review; for others it remains.
When I worked in the hotel business, I reviewed comment cards on a regular basis. Feedback, after all, is the genesis of attempting to get better at something.
I noticed the scores were consistently lacking in one area — the frontline staff’s knowledge of Savannah and what’s happening in the city.
As a manager, it was difficult to develop my staff in that regard. How do you teach someone something that is ever changing? Restaurants come and go. Shows open and close. Shopping trends ebb and flow.
I found that teaching them research skills helped, but just learning to research took their understanding of how to create an unforgettable guest experience only so far.
I believe the best way to enhance the team’s knowledge is to send them out there to see, feel, taste and touch for themselves.
For me, it worked. They became better, more knowledgeable frontline professionals.
Yes, it was an investment in time, and in some cases entry fees for team members to attend networking events. I tried to choose the team member who went to networking events wisely. I wanted someone who had potential to grow with the company and someone who would represent the hotel well.
It worked. My team members learned a great deal, and they felt a sense of pride in learning something new.
Even if your business can’t afford to sponsor an employee to network on the clock, encouraging them to go is beneficial.
I saw a perfect example this week.
Joseph Roberts is a new guest services representative at the Marshall House. He took the initiative himself to go out and engage.
He wanted to learn more about Savannah, so he joined my organization at the Coastal Concierge Association mixer, a networking event geared toward frontline staff in lodging properties. He could have spent his time off differently.
Instead, he wanted to learn something new. He wanted to connect with his colleagues. He wanted to find out about things his guests can do when they’re looking for an experience in Savannah.
It was an investment of time for Joseph, and I have no doubt it will pay off.
There is no shortage of networking opportunities in this city.
During the week, I average about three networking events. I see new places, taste different foods, meet the stories behind the shops and listen to great speakers.
We, at the Tourism Leadership Council, organize events monthly that gather the tourism industry at different venues around town. The Chamber organizes several events; the Savannah Downtown Business Association hosts luncheons and socials; and promoters across this area invite people to network at new businesses.
All too often, I see managers and sales representatives at these networking events and not the frontline staff.
This is good. But what about the frontline staff who deals more readily with our guests? I encourage you to consider remembering them.
It’s easy for us to assume that our team knows as much about what’s going on as we do.
So, take a look at your frontline employees, your servers, your ticket sellers and your attendants.
Any of them need to get out there and see what’s going on? Encourage them to find a networking opportunity and learn something new.
Michael Owens is president/CEO of the Tourism Leadership Council, the largest nonprofit trade organization that supports and represents the tourism industry. Contact Owens at michael@tourismleadershipcouncil.com or by calling 912-232-1223.