Hotel Vitale is a Part of History...A great leader knows how to tap into potential and actualize it...
Transcript of Hotel Vitale is a Part of History...A great leader knows how to tap into potential and actualize it...
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PEAKHow Great Companies Get Their Mojo from Maslow
Chip ConleyFounder & CEO
Joie de Vivre
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Life, and business,is all about
where you payyour attention.
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Just as people experience varying levels of fulfillment…
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…so do companies.
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JOB
CAREER
CALLING
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My calling in life?
Create Joie de Vivre!
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where you sleep.
You are…
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Boutique hotels are mirrors for the aspirations of their customers and create an “Identity Refreshment”
Psychographics vs. Demographics
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We grew into one of the three most prominent boutique hoteliers in the U.S. with 20 properties by the year 2000.
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1
2
3
Creating a Unique Corporate Culture
Building an Enthusiastic Staff
Developing Strong Customer
Loyalty
Maintaining a Profitable &
Sustainable Business
4
Joie de Vivre Heart : Karmic Capitalism
“Service Profit Chain”
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By early 2001, JDV was flying high.
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MASLOW’S HIERARCHY OF NEEDS PYRAMID
PHYSIOLOGICAL
SAFETY
SOCIAL / BELONGING
SELFACTUALIZATION
ESTEEM
Joie de Vivre = Self Actualization
Where “peak experiences” occur
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If humans aspire to self-actualization, why can’t companies— which are really just a collection of people —
aspire to this peak, too?
WHAT DOES A SELF-ACTUALIZED COMPANY LOOK LIKE?
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A great leader knows how to tap into potential and actualize it into reality.
A great business leader deeply understands the motivations of their employees,
customers and investors.
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HOTEL HIERARCHY OF NEEDS PYRAMID
A COMFORTABLE AND CLEAN BED
A QUIET AND SAFE ROOM
RESPONSIVE STAFF SERVICE
IDENTITYREFRESHMENT
FEELING LIKE A VIP ESTEEM
SELFACTUALIZATION
SOCIAL/BELONGING
SAFETY
PHYSICAL
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TRANSFORMATION PYRAMID
SURVIVE
(Physiological & Safety)
SUCCEED
(Social /Belonging & Esteem)
TRANSFORM
(Self-Actualization)
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Employee Pyramid
Which asset does the hotel industry value more?
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EMPLOYEE RELATIONSHIP TRUTH
MONEY
CREATES:
BASE MOTIVATION
RECOGNITION
INSPIRATIONMEANING
LOYALTY
(Survival)
(Succeed)
(Transform)
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EMPLOYEE RELATIONSHIP TRUTH
MONEY
CREATES:
BASE MOTIVATION
RECOGNITION
INSPIRATIONMEANING
LOYALTY
CALLING
JOB
CAREER
(Succeed)
(Survival)
(Transform)
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JDV Example
Finding one’s calling by looking at one’spurpose and its impact, not the task
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“If I had asked my customers what they wanted, they would have said a faster horse.” Henry Ford
Customer Pyramid
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CUSTOMER RELATIONSHIP TRUTH
MEETS EXPECTATIONS
CREATES:
SATISFACTION
MEETS DESIRES
EVANGELISMMEETS UNRECOGNIZED
NEEDS
COMMITMENT
(Succeed)
(Survival)
(Transform)
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Apple Retail Stores
Procare/ Genius Bar
Freedom of Expression
“Clubhouse” where you can communicate
your identity
Harley Owner Groups (H.O.G.)
Harley-Davidson
Nice Product Displays / Good Service Rider’s Edge
Any company can create their own Customer Pyramid
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1. Help your customers meet theirhighest goals.
• Nike: “Just Do It.”
• Home Depot: “You can do it.We can help.”
• Bank of America:“Keep the Change”Program
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Bank of America:“Keep the Change” Program
• 8 million people
• $1 billion savings
• Matches dollar for dollar every amount saved for first 3 months, and 5% there after up to $250/year
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2. Give your customers the ability to truly express themselves.
• Harley-Davidson tattoos
• Apple halo effect
• Jones Soda:Customers on the bottle
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Jones Soda:Customized Labels
• “My Jones”
• $29.99/12 pack
• photo and quote
• 858,582 photos submitted
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3. Make your customers feel like they’re part of a bigger cause.
• Prius: “I can buy a car& save the world!”
• Timberland, Kenneth Cole,The Body Shop, Ben & Jerry’s
• Patagonia:“1% for the Planet”
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Patagonia:“1% for the Planet”
• 1% of sales since 1985
• $31 million donated
• Alliance of 1,000 companies that are supporting nearly 2,000 environmental organizations
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4. Offer your customers something of real value that they
hadn’t even imagined.
• FedEx
•The Geek Squad
• Jet Blue: DirecTV
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JetBlue: DirecTV
• David Neeleman, founder: “bringing the living room couch to coach, coast to coast”
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Investor Pyramid
Transactional investors focus on the milk.Relationship investors focus on the cow.
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INVESTOR RELATIONSHIP TRUTH
TRANSACTION ALIGNMENT
CREATES:
TRUST
RELATIONSHIP ALIGNMENT
LEGACY
CONFIDENCE
PRIDE OF OWNERSHIP
(Succeed)
(Survival)
(Transform)
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INVESTOR TRUTHEMPLOYEE TRUTH
Money
Recognition
Meaning
TransactionAlignment
RelationshipAlignment
MeetsExpectations
MeetsDesires
MeetsUnrecognized
Needs
CREATES:
Evangelism
Commitment
Satisfaction
CREATES:
Inspiration
Loyalty
BaseMotivation
CREATES:
Pride of Ownership
Confidence
Trust
Peak Experiences Create
Peak Performance
CUSTOMER TRUTH
RelationshipTruths
Pyramid
Legacy
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INVESTOR TRUTHEMPLOYEE TRUTH
Money
Recognition
Meaning
TransactionAlignment
RelationshipAlignment
MeetsExpectations
MeetsDesires
MeetsUnrecognized
Needs
CREATES:
Evangelism
Commitment
Satisfaction
CREATES:
Inspiration
Loyalty
BaseMotivation
CREATES:
Pride of Ownership
Confidence
Trust
1
2
3
Creating a UniqueCorporate Culture
Building an Enthusiastic Staff
Developing Strong Customer
Loyalty Maintaining a Profitable & Sustainable
Business4
Peak Experiences Create
Peak Performance
CUSTOMER TRUTH
RelationshipTruths
Pyramid
Legacy
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OTHER PEAK PERFORMING ORGANIZATIONSConsciously using Maslow…
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What can hospitals (and the health care industry) learn from the hospitality
business?
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LESSON 1: THE PATIENT IS YOUR GUEST
• They want to be treated well, not just be cured. It’s all about the experience.
• The higher you move up the customer pyramid, the more you move from a commodity to a premium-priced product.
• Motel 6 is at the bottom of the customer pyramid. Four Seasons is at the top. Where are you?
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LESSON 2: IT’S THE WHOLE PICTURE THAT THE PATIENT EXPERIENCES• Just like the bartender or bellman can make or
break the hotel experience, every touch point in the hospital matters – not just the nurse and the doctor – but also the parking attendant, the custodian, the food carriers, and the phlebotomist.
• The patient sees the entire event and interaction as one, so everyone needs to be moving up that continuum from job to calling.
• Many hospitals get the bottom and top of the employee pyramid right (money and meaning) but they forget about the relationship issues on the middle level (recognition).
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LESSON 3: BECOME OBSESSIVE ABOUT YOUR CULTURE
• Culture is the glue that keeps your team together and it’s the magnet that attracts talented people to work for you.
• Make a list of the 10 elements of your culture that truly differentiate you from other health care providers.
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LESSON 4: BE READY TO REMAKE YOUR BUSINESS MODEL
• Hotel companies had to remake their distribution strategies when the “disruptive innovation” of third party travel websites (like Expedia) emerged as the “Wal-Mart of Travel.”
• Is Wal-Mart (or some other company or the government) about to disruptively innovate your approach to distributing or delivering your product?
• How can you create an Yvette the Hotel Matchmaker mass customized experience that will move you above the coming commoditization of health care?
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“Creating Peak Experiences Creates Peak Performance.”
Conventional wisdom is wrong: (1) money isn’t the primary
motivator for employees; (2) customers don’t stay loyal
when purely “satisfied”; and (3) many investors have needs
beyond ROI. Loyalty is created at the peak of each pyramid.
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YOUR COMPANY
(Survive)
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YOUR COMPANY
(Succeed)
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YOUR COMPANY
(Transform)
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Seek the
Peak
www.chipconley.com
www.jdvhotels.com
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www.peakorganizations.com
Join thePEAK
Community