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Lesson 2 Guestology

Guestology is a term coined by Bruce Laval at Disney that refers to treating customers like guests and managing an organization from the customer's point of view. It involves scientifically studying customer demographics, wants, needs and expectations, observing their actual behavior, and aligning the organization's strategy, staff and systems to meet or exceed expectations regarding service product, service setting, and service delivery. The goal is to provide customers with what they want and expect, plus more.

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Kryssel Asley
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328 views9 pages

Lesson 2 Guestology

Guestology is a term coined by Bruce Laval at Disney that refers to treating customers like guests and managing an organization from the customer's point of view. It involves scientifically studying customer demographics, wants, needs and expectations, observing their actual behavior, and aligning the organization's strategy, staff and systems to meet or exceed expectations regarding service product, service setting, and service delivery. The goal is to provide customers with what they want and expect, plus more.

Uploaded by

Kryssel Asley
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PPTX, PDF, TXT or read online on Scribd
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GUESTOLOGY

a term originated by Bruce Laval of the Walt


Disney Company.
 means in essence treat customers like guests and
manage the organization from the guest's point
of view.
 Customer-guests are, to the extent possible,
studied scientifically (the -ology in guestology).
 Their demographic characteristics and their
wants, needs, and expectations regarding the
hospitality guest experience are determined.
 In addition, their actual behavior within the
hospitality organization is carefully observed.
 The findings of such study are then turned into the
organizational practices that provide outstanding service.
 The organization's strategy, staff, and systems are aligned to
meet or exceed the customer's expectations regarding the
three aspects of the guest experience:
1. service product,
2. service setting (also called service environment),
3. service delivery.
 These aspects or elements are carefully woven together to
give guests what they want and expect, plus a little bit more.
 "It all starts with the guest" is not just an inspirational slogan;
in the service-centered hospitality organization, it is the truth
and everybody accepts and lives up to it.
Meeting Customer Expectation
 Customers come to a service provider with certain
expectations for themselves and their families.
 First-time guests may have general expectations. For
example, first-time guests of a major hotel expect nice
beds, good mattresses, clean surroundings, satisfactory
meals, and a reasonable price.
 Repeat guests may have more specific expectations
based on past experience.
 Hotel/ restaurants knows that all guests, new and
repeat, expect food of good quality, fast and attentive
service, cleanliness, and a pleasant atmosphere;
therefore, the organization solicits comments about
those characteristics on its guest comment card.
 A guestologist seeks to understand and
plan for these expectations before
guests ever enter the service setting, so
that everything is ready for each
customer to have a successful and
enjoyable experience.
 Here is an illustration of the concept.
Disney knows that one of its greatest
assets is its reputation for cleanliness.
Keeping a theme park clean is a big job,
so the Disney organization encourages
its guests to help out by disposing of
their own trash.
 After all, whatever people throw away
themselves does not have to be cleaned up
by a paid employee.
 In studying guest behavior, Disney learned
two things. First, if cast members (the
Disney term for park employees) constantly
pick up even the smallest bits of trash, park
guests tend to dispose of their own trash.
The cast members practice and respect
cleanliness, and the guests copy them.
Second, people tend to throw their trash
away if trash cans are convenient, easily
seen, and not far apart. Disney locates the
trash cans to match those criteria.
Serving Internal Customers
 In addition to serving public consumers, the
hospitality organization has within itself many
internal customers, persons and units that
depend on each other and "serve" each other
 The principles for providing an outstanding
service experience for external customers also
apply to these many internal customers.
 For example, as a computer help desk serves its
internal customers, it must understand and fulfill
the expectations of these customers just as the
organization seeks to meet and exceed the
 This logic can easily and rightfully be extended to the
individual employee level.
 The organization must meet or exceed the expectations
of employees about how they will be treated.
 Smart hospitality organizations know employees
deserve the same care and consideration that the
organization encourages employees to extend to guests.
 As expressed in the Southwest Airlines mission
statement, "Employees will be provided the same
concern, respect, and caring attitude within the
organization that they are expected to share externally
with every Southwest customer." Extending guest
treatment to employees is so important to organizational
success.
 Many hospitality organizations are relatively easy to set up,
depend for early success upon the ability and motivation of
the founder, and enter the market easily because of
relatively low capital requirements.
 Of course, setting up a hospitality organization like a hotel,
convention center, or airline costs a lot of money.
 But for thousands of restaurants, travel agencies, sports
bars, and convention services organizations, the amount of
start-up capital needed is comparatively small.
 Therefore, those organizations hoping to survive and
prosper in this competitive environment need to master and
practice the principles of guestology.
 If they don't provide the experience their guests expect,
someone else will

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