I. Connotation of "99+ 1=0" management concept
In the hotel industry, the common understanding of "100+ 1=0" is: for a guest service, all aspects of services are well done, but all good services are wasted due to a mistake. Therefore, many hotels have made great efforts to overcome this mistake in service, and have also received certain results. However, the author believes that it is far from enough for the management of the hotel industry to stay on avoiding mistakes. As a modern hotel, we should establish the management concept of "99+ 1=0", which contains at least three meanings, namely "zero defect", "zero starting point" and "zero burst". Quot management.
"Zero defect" management is to strictly manage the hotel circulation, try to avoid mistakes and make the hotel products perfect. Here, "99+ 1=0" means that in the hotel industry, even if 99 aspects of services are done well, as long as "1" is not done well, the overall effect of services is still zero.
"Zero starting point" management requires hotels to continuously improve the satisfaction of guest service, and "zero starting point" means endless good service to guests. After getting 99 points, if you get "1", you get 100 points. The expression "99+ 1=0" here requires hotels to regard this 100 as "0", that is, a new starting point, and take this as a new starting point to complete quality services again and again. When guests leave the hotel with satisfaction, it is the beginning of new quality service, and guest satisfaction is only the starting point.
"Zero breakthrough" management means that hotels are required to innovate and develop continuously. It warns our hotel managers that even if the internal management of the hotel is all done, only 99 items have been done, and there is still a job to be explored and innovated. A hotel will be eliminated in the fierce market competition one day if it can't make its guests feel constantly new and new. Here, the meaning of "1" in the expression "99+ 1=0" is not innovative. Therefore, the "zero breakthrough" management emphasizes that all hotel employees must have innovative consciousness and pioneering spirit, which requires hotel management and service to develop in the market, rather than remain unchanged.
Second, analyze the management concept of "99+ 1=0"
The core of "99+ 1=0" management concept is to emphasize quality concept in hotels, guest satisfaction in management effect and innovation consciousness in hotel development. In other words, the success of the hotel mainly depends on the quality of the hotel's products, whether it is recognized by the guests, and whether things can always come and be new. The management idea of "99+ 1=0" can be expressed by linear programming model as follows:
Target function: Maximize hotel benefits (quality, satisfaction and innovation).
Constraint: "99+ 1 (error) = 0"; "99+ 1 (unsatisfactory) = 0"; 99+ 1 (no innovation) =0.
To achieve high-quality hotel service, all employees and all links should have a high sense of quality. "99+ 1=0" vividly and popularly expresses the management idea of "zero defect", highlighting the profound connotation of "1" error in hotel service, which may cause total loss. It requires all staff in the hotel industry to strengthen quality awareness, start from me, pay attention to overall cooperation, firmly grasp the eternal theme of quality service, and improve standardized service. It also sounded the alarm for those hotels that are still insensitive to hotel service defects. Because of the fierce competition in the hotel market today? Quot The famous saying "A levee of a thousand miles collapses in an ant nest" has more practical significance.
At present, the hotel market is still a buyer's market. In such a market, competition in the hotel industry is inevitable. Although many economic experts have pointed out that the turning point of China's economic development cycle has appeared and the signs of economic warming have been revealed, the huge pressure of hotel industry supply will still make the competition in the hotel industry tend to be white-hot. Take Hangzhou as an example. According to the survey, from the second half of this year to the beginning of next year, more than 3,000 rooms with three-star or above standards will be opened. This is undoubtedly a difficult problem for Hangzhou hotel market, which has not got rid of the downward channel of average house price. This requires the hotel to strive to effectively retain guests. Remember, if you don't put yourself in the guest's shoes, there is no reason for the guest to stay in your hotel. "Zero starting point" management is to warn our employees to start with the satisfaction of every guest.
American management guru Peters pointed out that "if you don't innovate, you will perish." Innovation is the source of hotel life. "Zero Breakthrough" emphasizes the importance of innovation in the hotel industry. It requires hotels to have brand-new ideas in concepts, systems, products and services in order to win the market. "99+ 1=0" is not simply a slogan or a formula, but always reminds all employees that meeting the market demand is the starting point and the end result of hotel management? Quot99+ 1=0 "The soul of management thought is that no market equals zero. That is, the guiding ideology of "market veto" is applied to the whole process of hotel management and service, so as to promote the close relationship between the market and hotel management, improve the competitiveness of the hotel industry and pursue the best economic benefits of the hotel industry.
Three. Enlightenment from the management concept of "99+ 1=0"
(1) The overall management level of the hotel industry has been effectively improved.
While we emphasize "zero defect" management, it is undeniable that there are still many shortcomings every day. An important reason for all kinds of disadvantages is that the overall management level of the hotel is not high. The barrel theory of economics tells us that there is a big barrel with good wood around it, but only one board can reach half the height of the barrel, so the maximum water capacity of this barrel is 50% because it has a gap. When the water is half filled, no matter how it is injected, the water level cannot be raised. Indeed, as far as hotels are concerned, only by comprehensively improving the quality of the entire operating system will the management level and service level of hotels be improved as a whole. Therefore, hotels must strive to establish an effective modern hotel operation mechanism and strict quality assurance system, and effectively control the hotel operation process. Only these relatives and friends, "zero defect" management will reach a certain height.
(2) Establish a service recovery strategy to realize the transformation of the hotel from well-known to loyal.
Research shows that the cost of developing a new customer is twice that of retaining an old customer. However, many of our famous hotels only focus on developing new customers. After staying in this hotel, new customers find that the products and services of the hotel are not perfect, and their loyalty to this hotel will not be high, and they will not recommend it to their relatives and friends. This is an important reason for the unsatisfactory operation of many hotels. Therefore, the hotel must implement the service recovery strategy. The so-called service recovery strategy is to make up and correct the defects of hotel products and services in a preventive way and prevent customers from being dissatisfied. First, formulate hotel service standards. Compared with tangible products, hotel service is perceived by people before buying, and guests can't predict the result. By formulating clear and specific service standards, we can eliminate the "vague expectations" of guests and measure services. For example, the Sitter hotel in the United States stipulates that when the waiting time is later than the scheduled time 10 minutes, but not more than 20 minutes, free drinks will be provided. If the waiting time exceeds 20 minutes, the hotel will pay for the guests' meals. Second, guide guests to complain. Guest complaints are an important source of hotel defects. However, many reports on customer satisfaction show that only about 5% dissatisfied customers complain. Therefore, hotel managers should design procedures that are convenient for guests to complain, guide them to complain, and let them return with satisfaction. Third, publicize the concept of service recovery in hotels. Its purpose is to make employees understand the importance of service recovery in improving guest satisfaction and strengthening guest relations. Pay attention to listen to the opinions of guests, find their difficulties in time, ensure the improvement of guest satisfaction and realize the loyalty of guests to the hotel.
(C) the implementation of the hotel industry innovation strategy
1, establish a new concept. The hotel industry should establish the concept that guests are assets. The process of our management and service is a process of "absorbing capital", "preserving capital" and "increasing capital". Only when the assets of the guests "increase in value" will the hotel last long.
2. Seek new markets. The market is complex and changeable, and the current hotel market is a relatively surplus market with insufficient structural supply. Finding the best target market and effectively developing marketing means are the magic weapon for hotels to achieve their marketing goals. However, we must admit that many hotels do not pay attention to market segmentation at present, and every hotel thinks that "the whole province and even all parts of the country are our big markets". This kind of marketing behavior that ignores the difference of customer demand will inevitably lead to the aimlessness of hotel promotion and reduce the marketing effect and market competitiveness. Therefore, hotels must establish segmented target markets according to their own advantages, implement differentiated marketing methods and strategies, and effectively find new markets.