b'LETTER FROM THE PRESIDENTMaking the Case for a against other employees who dont buy into World Class Hospitality Culture the culture. They will be the ones to let you know when a new team member doesnt The editorial theme for this monthshave the right attitude or when a new super-FOGHORN is Customer Service.Im surevisor is just going through the motions. These all of us would describe ourselves as beingwarriors will be the ones who are called out in the Customer Service Business. In fact,by name on Yelp and TripAdvisor and who Ive been trying to think of a profession or awill be difference makers when your guests business that is not Customer ServiceandBob Lawler tell their friends and families about the ex-I cant. perience.Quite simply, whether working inter- In the ever-changing world of technology, nally in a company to process payroll or externally init is becoming more and more vital for your hospitality a company to sell widgets, if you get paid to do a taskculture to be present before your guest reaches the front then the person paying you or the person to whomdoor of your business. It needs to begin on social media you provide the service is your customer and you areand extend seamlessly to an exceptional website experi-providing them a service.ence that is easy to navigate across Customer service is extremelyall devices. Your site and pages important but also the most basicshould be full of useful information part of doing business. It is asIn the ever-changing worldabout your company and engaging simple as giving the customerof technology, it is becomingto your guests. They should be what they paid for or giving themmore and more vital for yourwelcoming and paint a picture of what they expect. This is the barehospitality culture to be presentthe experience that your guests can minimum that we all must do justbefore your guest reaches theexpect, and they need to extend to a to have a chance at retaining thatfront door of your business.user-friendly purchasing engine that customer. What sets us apart fromallows your guests to easily choose everyone else who is providinga date, buy a ticket and retrieve a the same service is the manner inreservation. Dont be fooled into in which it is provided. This is called Hospitality.thinking that these electronic sales and marketing tools I believe it is much more accurate to say that as membersare not part of the guest experience and therefore not of PVA we are all in the hospitality business. Therefore,as important as a friendly human interface. Guests are by executive order, as 2019 President of PVA (not sure Itending to be even harsher critics of companies online or can actually do this) I declare this issue of FOGHORNvia virtual experience than they are in person.to be the Hospitality issue.Finally, be extra vigilant at protecting your reputa-You might be asking, Whats the difference betweention especially when it comes to the way your third-Customer Service and Hospitality? Customer service isparty vendors are advertising, selling and representing an action. It is fulfilling the customers need. Hospitalityyour company. These days its not just Expedia, and is much more. Hospitality comes from the heart. ItViator selling your business. It is countless vendors using begins with the golden rule by treating others how youyour brand on their sites. Although sometimes great for would like to be treated and then takes it a step further.business, the hospitality experience of making a reserva-Hospitality treats customers as guests. It is a genuinetion with a third-party is not the same as booking direct feeling of caring about your guest and their overall expe- and I guarantee if it goes poorly, your guest will blame rience with your company. you. A great hospitality culture in the passenger vesselSo remember, to be a great hospitality business you industry must begin at the very top of your organizationneed a top-down hospitality focused culture that develops with owners, CEOs and executives who walk the walkand empowers frontline warriors and that looks for ways every day. Managers who lead by example and empowerto give great a hospitality experience to your guests at their teams to take the initiative and look for ways toevery touch point along their journey. provide Level 10 hospitality through exceeding guests expectations will develop the best of the best employeesSincerely,whom I call hospitality warriors. These warriors put the needs of the guests first and look for ways to WOW them at every opportunity. When well trained, these warriors become so loyal to the hospitality culture that they willBob Lawler become your gatekeepers or your first line of defensePresident n4NOVEMBER 2019FOGHORN'