Service is all about the experience, it must be customized, personal and easy to receive making us want to promote to others and return time and time again to the provider. This requires leading edge thinking, innovation and optimization. In the Hotel industry ‘express checkouts’ have been around for a while but the NH Hotel Group have now taken this a step further in order for their guests to have control of their entire stay. With their ‘fast-pass’ facility guests check in online, which will be enabled on smartphones. This means that guests just walk straight to their rooms, which avoids any delays at check in and saves time for the guest. With fast-pass you can also choose your own room in the same way as you choose your seat on the plane before you fly. This also now includes an instant booking tool for booking meeting rooms and event facilities. As Maarten Markus, the Managing Director of North Europe, says, “When you’re travelling for work, you want all the logistics – including your hotel stay – to run as smoothly as possible. If we can help you save time and give you a room that fits all your needs, that’s what we’ll do. Plus, it gives us time to focus upon other things, such as personal service”.
The aim must be innovative and add value but feelings and experience cannot be automated because the receiver of the service is human and not a piece of technology or a robot. Servitization must be delivered ‘with a smile’! This will require company employees to understand how different people react and behave in given circumstances. If the old phrase that ‘people buy from people’ is true then there needs to be a big investment not only in the technology but in the development of people, leadership skills and emotional intelligence. As Simon Sinek refers to people don’t buy what you do, they buy why you do it. Understanding the core purpose of the company and why you want to be part of that is fundamental to the delivery of service and servitization.