Keep your eye on the ball

Whoever won a match by looking at a set of instruments showing the speed, angle and forecast path of the ball. Yet that is how most business seems to be managed.

Many years ago I was working with a major ski resort hotel and their change and development. I was there in off season when business was virtually non-existent. The hotel belonged to a major tour operator and they were using a customer satisfaction survey. Every year when they had recovered after the heavy season they pored over the data. The business plan stated that they wanted to increase customer satisfaction from 3.9 to 4.3 on a scale 1-5.

When I came the management team was heavily involved in that years major project aiming to achieve the goal – they were rebuilding the bar. Which they apparently did every two years, absolutely certain that this time they would make it. I asked how they knew that was what the customers wanted them to do. Well, they just sort of knew that was the right thing to do. In the season they did not really have the time to talk to the guests.

I was flabbergasted. Guests stayed for an average of about a week. Apart from the time they are on the slopes, they are virtually captives at the hotel – and nobody talks to them? If I had been the manager I would have invited 2-3 families a week to drinks before dinner. I would have rewarded staff for talking to customers and finding out what was important to them.