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1._Introducing_GHA_DISCOVERY,_our_guest_loyaty_programme_-_Facilitator_Session_Plan.docx

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1._Introducing_GHA_DISCOVERY,_our_guest_loyaty_programme_-_Facilitator_Session_Plan.docx

  1. 1. Course: GHA DISCOVERY Training Lesson 1: Introducing GHA DISCOVERY, our guest loyalty programme. Page 1 of 10 PARTICIPANTS: 1-15 ROOM SET UP: Cabaret or U-Shape of chairs DURATION: 1 hour 15 minutes (less if a smaller group) PRE-REQUISITES: None GUIDANCE 1. This lesson and all lessons within the GHA DISCOVERY Training course can be facilitated as a single training session or facilitated consecutively (run back-to-back in the same training session). 2. If running lessons 1 to 6 consecutively on the same day, please allow for a full day of training. Include a break after lessons 2 (10- minutes), 4 (30-minutes) and 5 (10-minutes). 3. If you are facilitating as a single lesson, please ensure your participants are completing the lessons in the prescribed order, for example, if facilitating lesson 3, your participants must have completed lessons 1 and 2 previously. 4. This session plan details the minimum expectations. Your training session will be enhanced if you take the time to localise by adding brand and property-specific examples and stories. 5. You may also wish to evolve the questions to incorporate greater localisation and relevance. 6. To optimise rapport, participant engagement and learning, probe and ask questions, and have your participants probe and ask questions of each other. 7. Always thank each participant for their contribution. 8. It is good practice to include an icebreaker at the beginning of a training session to help participants get to know you and one another. 9. It is also good practice to have a selection of fun energising activities from when your participants return from breaks or start a new lesson. Energising activities lift focus, energy and participant engagement. 10. To best manage your time, park questions that are off-topic for a later time. So that you do not forget and to ensure your participants feel acknowledged, you can make a note of any parked questions on a piece of flip chart paper that is visible to all participants and come back to the noted questions at the end of the training session. PREPARATION 1. Know your participants, including their name, role and experience, this will enable you to tailor an approach to suit the group and if necessary, amend content to maximise the effectiveness, contributions and usefulness of the session. 2. Prepare icebreakers and energising activities applicable to your audience that can be included in this session to optimise rapport, and learner engagement and understanding. 3. Know the content, practice the session and ensure that you have inserted interesting and applicable content where required. 4. Do not read straight from your presentation slides, they are not a script, they are for engaging your learners. 5. Ensure the presentation is visible and can be heard by all participants. 6. Ensure that you have uploaded the GHA video (PP2).
  2. 2. Course: GHA DISCOVERY Training Lesson 1: Introducing GHA DISCOVERY, our guest loyalty programme. Page 2 of 10 7. Have flipchart paper and flip chart pens positioned around the room for group exercises. 8. Have coloured pens and post-it notes accessible for all. 9. Organise morning, lunch and afternoon refreshments as required. 10. Some of your participants may like to make notes, so provide your participants with a copy of this presentation. 11. Be sure to record training attendance as per your in-house training policy. 12. Ensure DISCOVERY in a Box access for all participants to complete the knowledge reviews at the end of each lesson. 13. If you have classroom training ground rules/etiquette, please insert them at the beginning of your session. Also, include health and safety information, and inform your participants of timings and include break and refreshment times. UPON ARRIVAL 1. Have your presentation showing the title slide (PP1). 2. You may wish to have music playing, for many this can create a more relaxed ambience. Some facilitators also play music during group activities and break times. 3. Welcome each participant and thank them for joining you, this will help you to build rapport, trust and respect with your participants. 4. Share the following information (as per your in-house training procedures and policies):  Registration process/form  Name badges  Refreshments  Seating arrangements
  3. 3. Course: GHA DISCOVERY Training Lesson 1: Introducing GHA DISCOVERY, our guest loyalty programme. Page 3 of 10 SESSION PLAN TIME (minutes) TOPIC KEY POINTS RESOURCES (PP = PowerPoint slide FC = Flipchart) 2 GHA DISCOVERY video DO: Play the GHA DISCOVERY video PP2 5-10 (depending on group size) Introduction SAY: My name is [insert name] and it is my pleasure to introduce you to our guest loyalty programme GHA DISCOVERY. Introduce yourself and share with your learners why you are best placed to facilitate this GHA DISCOVERY training. Include your GHA DISCOVERY experience and expertise. You may wish to include a positive GHA DISCOVERY story. SAY: I would like each of you to introduce yourself (your name and your role) to the group and tell us what you already know about our guest loyalty programme GHA DISCOVERY all ready. Have each learner introduce themselves and what they know about GHA DISCOVERY. Build rapport and participant confidence by asking supportive questions and thanking them for their contribution. PP3 1 Welcome SAY: Our guest loyalty programme, GHA DISCOVERY, drives revenue and stays. At the same time, it helps create greater customer loyalty through member recognition, benefits, and rewards for spending time and money with us. Guest loyalty offers significant business potential for our brand and is one of our most important marketing strategies. SAY: All roles have a responsibility for delivering the benefits of GHA DISCOVERY to our members, thereby increasing loyalty to our brand. SAY: To support you in your role and your delivery of GHA DISCOVERY, let's start your GHA DISCOVERY training with introductions. PP4
  4. 4. Course: GHA DISCOVERY Training Lesson 1: Introducing GHA DISCOVERY, our guest loyalty programme. Page 4 of 10 2 Agenda SAY: I will be introducing you to loyalty and why it matters, I will also introduce you to Global Hotel Alliance and GHA DISCOVERY, and why they also matter to our property and our brand. Upon completion of which you will do the online knowledge review to test your new understanding. Here is a good point to share your training ground rules and etiquette (for example, no mobile phones, respecting each other’s contributions and commitment to learning). Also, include start, finish, break and refreshment times. PP5 1 Overview SAY: In our introductions, you shared with us what you already knew about GHA DISCOVERY, notably [Insert 2-3 participant responses that are relevant and correct]. SAY: GHA DISCOVERY is our award-winning guest loyalty programme that provides our members with meaningful benefits and recognition on a local and global scale. It is our tool for optimising customer loyalty. Let’s start by talking about customer loyalty. PP6 5 Loyalty SAY: The importance of customer loyalty should not be underestimated. Customer loyalty and retention has a direct impact on our profitability and success. ASK: What is your definition of customer loyalty? Elicit answers, probe and ask open questions to build engagement, participation and debate. Always thank each participant for their contribution. PP7 15 Customer loyalty SAY: Customer loyalty is a measure of a customer's willingness to do repeat business with a brand. SAY: Loyalty can stem from many things, but in general a loyal customer will associate favourable experiences with a brand, therefore increasing their likelihood to make repeat purchases with that business. PP8
  5. 5. Course: GHA DISCOVERY Training Lesson 1: Introducing GHA DISCOVERY, our guest loyalty programme. Page 5 of 10 SAY: In pairs, I would like you to discuss what are the benefits of customer loyalty to our business? You have 5-minutes to discuss, after which I would like you to share your thoughts with the group. Split the group into pairs and set a timer for 5-minutes. Walk the room, ensure you are available for questions. Let participants know when there is 1-minute remaining. After 5-minutes, have each pair share with the wider group. Probe and ask open questions to build on the answers provided. Always thank each pair for their contribution. 5 Benefits of loyalty SAY: Customer loyalty has numerous benefits for our business. These include: 1. Repeat business, when our guests have had positive experiences with us they are more likely to come back. 2. Increased spend, loyal customers spend more. 3. Loyal customers also talk about us, therefore, becoming ambassadors for our brand. 4. When our loyal customers are spending time with us, they are not spending time with our competitors. 5. We gather important information from our loyal customers that enables us to make informed decisions about our product and services so that we keep our customers come back. 6. As it costs so much more to attract a new customer than retain our existing customers, we make cost savings by creating customer loyalty. Not forgetting of course that loyal customers spend more time and money with us. Provide sufficient time for participants to read and absorb the content on these slides. ASK: What questions do you have for me on the benefits of customer loyalty? Answers questions. Remember you can park questions that are off point. PP9 and PP10
  6. 6. Course: GHA DISCOVERY Training Lesson 1: Introducing GHA DISCOVERY, our guest loyalty programme. Page 6 of 10 5 Creating loyalty SAY: Did you know that on average 65% of a brands business comes from existing customers and since it’s 5 x easier to retain a customer than acquire a new one, it is essential then that we do what we can to create greater guest loyalty. ASK: What do you think keeps customers coming back? Elicit answers, probe and ask open questions to build engagement and participation. Always thank each participant for their contribution SAY: Research informs us customers keep coming back for three core reasons: 1. Positive customer service 2. Perks and rewards, and 3. Loyalty programme. ASK: What percentage of customers are more likely to make repeat purchases at a company with excellent customer service. Have all participants provide an answer. SAY: A massive 93% of customers are more likely to make repeat purchases at a company with excellent customer service. Acknowledge those that got closest to the correct answer. SAY: Far more than just providing good service, every single interaction you have with a guest is an opportunity to provide a personal experience and create an incredibly memorable moment. Such positive lasting impressions result in a greater emotional connection and greater guest loyalty to our brand. SAY: Did you know that 75% of customers favour companies that offer surprise extras and rewards. PP11
  7. 7. Course: GHA DISCOVERY Training Lesson 1: Introducing GHA DISCOVERY, our guest loyalty programme. Page 7 of 10 We believe member recognition and rewards create lasting relationships and build loyalty. It is essential therefore that you and your team know and deliver the benefits promised to GHA DISCOVERY members. SAY: One of the most effective techniques to drive customer loyalty is to establish an appealing customer loyalty programme that rewards and recognises its members. Statistics show that as many as 76% of women and 72% of men are more likely to shop at a business that offers a customer loyalty programme. As loyalty programmes play a crucial role in strengthening guest loyalty, offering our loyalty programme to non-members is a must. ASK: What questions do you have for me so far? Elicit answers, probe and ask open questions to build engagement and participation. Always thank each participant for their contribution. 5 Introducing Global Hotel Alliance SAY: I would now like to introduce you to Global Hotel Alliance, often abbreviated to GHA. ASK: What do you know about GHA? Elicit answers, probe and ask open questions to build engagement and participation. Always thank each participant for their contribution. SAY: GHA DISCOVERY is operated by the largest alliance of independent hotel brands in the world, Global Hotel Alliance (GHA). SAY: GHA brings together an incredible global collection of hotels, resorts, and palaces across 40+ brands and 100 countries. We are proud to be part of GHA. ASK: Do you recognise any of our partner brands? PP12
  8. 8. Course: GHA DISCOVERY Training Lesson 1: Introducing GHA DISCOVERY, our guest loyalty programme. Page 8 of 10 Elicit answers, probe and ask open questions to build engagement and participation. Always thank each participant for their contribution. SAY: I would like you to write down how many GHA DISCOVERY members there are across the globe. Once everyone has written down their answers, ask each person to share their answer. Once everyone has shared, disclose the correct answer (over 20 million) and congratulate those that were closest/correct. 2 Global membership SAY: Here you can see the percentage spread of GHA DISCOVERY’s 20 million-plus members throughout the world. ASK: We will explore more about GHA in the following lesson but for now what questions do you have for me about GHA? Answer any questions. SAY: Now let’s look at the features and benefits of our loyalty programme, GHA DISCOVERY. PP13 5 Programme features & benefits SAY: What makes GHA DISCOVERY stand out as unique amongst hotel loyalty programmes is its advocacy for:  Exploration, adventure and experiences.  Daring to be different and stepping away from the crowd. SAY: We continue to surprise our members, by giving them more of what they want and less of what they don't, which likely leads to guests spending more time and money with us. ASK: What do you think GHA DISCOVERY offers its members? PP14
  9. 9. Course: GHA DISCOVERY Training Lesson 1: Introducing GHA DISCOVERY, our guest loyalty programme. Page 9 of 10 Have participants share their answers, write each answer on a flipchart that is visible to all participants. 2 Rewards, recognition and Live Local. SAY: GHA DISCOVERY offers its members exclusive rewards, recognition and Live Local. SAY: Our members told us that they wanted to enjoy more benefits. GHA DISCOVERY immediately rewards members for eligible room and eligible non-room spend. We do this through our rewards currency DISCOVERY Dollars (D$). SAY: Our members have asked for greater recognition. Acknowledging and appreciating our members for their loyalty is non-negotiable. Our Member Rates and stay and non-stay benefits provide us with numerous opportunities to appreciate each of our members. Additionally, our 5 tiers of membership facilitate immediate and greater member recognition. SAY: Our members want to feel part of the GHA DISCOVERY community even when not travelling or staying with us. Live Local is all about engaging with our local members; inviting them to enjoy our facilities, outlets and explore our local community and culture. We do this through our member-only Local Offers, Experiences, and Events. ASK: What questions do you have for me about GHA DISCOVERY features and benefits? Answer any questions. PP15 2 Summary SAY: Let’s recap what we have discussed. SAY: Loyalty matters because it influences our growth and profitability. SAY: To create loyalty we need to continuously listen to what our guests want, right now they want great customer service, benefits and a loyalty programme that rewards and recognises them. PP16
  10. 10. Course: GHA DISCOVERY Training Lesson 1: Introducing GHA DISCOVERY, our guest loyalty programme. Page 10 of 10 SAY: Hence we have our guest loyalty programme GHA DISCOVERY. SAY: GHA DISCOVERY offers exclusive member-only rewards, recognition and Live Local. ASK: What questions do you have for me about GHA DISCOVERY? Answer questions. 15 Knowledge review SAY: We will now put your new GHA DISCOVERY knowledge to the test. Each of you will now log in to DISCOVERY in a Box and complete the GHA DISCOVERY knowledge review. SAY: To progress to the next lesson you will need to achieve 80% or more. You have 2 opportunities to answer each question correctly. Be sure to provide participants with sufficient time to log in and complete the knowledge review. If a participant does not pass the first time, allow them to repeat the knowledge review. Ensure that you are available to troubleshoot and clarify understanding. PP17 2 Thank you If running a standalone lesson: SAY: It has been a pleasure talking GHA DISCOVERY with you. Thank you for your participation and contribution. If running consecutive lessons: SAY: Next, I will introduce you to Global Hotel Alliance. If the session has taken over an hour, provide a 5–10-minute break. PP18

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