Hotel Vitale is a Part of History...Boutique hotels are mirrors for the aspirations of their...
Transcript of Hotel Vitale is a Part of History...Boutique hotels are mirrors for the aspirations of their...
PEAKHow Great Companies Get Their Mojo from Maslow
Chip ConleyFounder & CEO
Joie de Vivre
Life, and business,is all about
where you payyour attention.
Just as people experience varying levels of fulfillment…
…so do companies.
JOB
CAREER
CALLING
My calling in life?
Create Joie de Vivre!
where you sleep.
You are…
Boutique hotels are mirrors for the aspirations of their customers and create an “Identity Refreshment”
Psychographics vs. Demographics
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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2
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Creating a Unique Corporate Culture
Building an Enthusiastic Staff
Developing Strong Customer
Loyalty
Maintaining a Profitable &
Sustainable Business
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Joie de Vivre Heart : Karmic Capitalism
“Service Profit Chain”
By early 2001, JDV was flying high.
MASLOW’S HIERARCHY OF NEEDS PYRAMID
PHYSIOLOGICAL
SAFETY
SOCIAL / BELONGING
SELFACTUALIZATION
ESTEEM
Joie de Vivre = Self Actualization
Where “peak experiences” occur
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?
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.
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
TRANSFORMATION PYRAMID
SURVIVE
(Physiological & Safety)
SUCCEED
(Social /Belonging & Esteem)
TRANSFORM
(Self-Actualization)
Employee Pyramid
Which asset does the hotel industry value more?
EMPLOYEE RELATIONSHIP TRUTH
MONEY
CREATES:
BASE MOTIVATION
RECOGNITION
INSPIRATIONMEANING
LOYALTY
(Survival)
(Succeed)
(Transform)
EMPLOYEE RELATIONSHIP TRUTH
MONEY
CREATES:
BASE MOTIVATION
RECOGNITION
INSPIRATIONMEANING
LOYALTY
CALLING
JOB
CAREER
(Succeed)
(Survival)
(Transform)
JDV Example
Finding one’s calling by looking at one’spurpose and its impact, not the task
“If I had asked my customers what they wanted, they would have said a faster horse.” Henry Ford
Customer Pyramid
CUSTOMER RELATIONSHIP TRUTH
MEETS EXPECTATIONS
CREATES:
SATISFACTION
MEETS DESIRES
EVANGELISMMEETS UNRECOGNIZED
NEEDS
COMMITMENT
(Succeed)
(Survival)
(Transform)
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
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
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
2. Give your customers the ability to truly express themselves.
• Harley-Davidson tattoos
• Apple halo effect
• Jones Soda:Customers on the bottle
Jones Soda:Customized Labels
• “My Jones”
• $29.99/12 pack
• photo and quote
• 858,582 photos submitted
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”
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
4. Offer your customers something of real value that they
hadn’t even imagined.
• FedEx
•The Geek Squad
• Jet Blue: DirecTV
JetBlue: DirecTV
• David Neeleman, founder: “bringing the living room couch to coach, coast to coast”
Investor Pyramid
Transactional investors focus on the milk.Relationship investors focus on the cow.
INVESTOR RELATIONSHIP TRUTH
TRANSACTION ALIGNMENT
CREATES:
TRUST
RELATIONSHIP ALIGNMENT
LEGACY
CONFIDENCE
PRIDE OF OWNERSHIP
(Succeed)
(Survival)
(Transform)
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
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
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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
OTHER PEAK PERFORMING ORGANIZATIONSConsciously using Maslow…
What can hospitals (and the health care industry) learn from the hospitality
business?
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?
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).
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.
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?
“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.
YOUR COMPANY
(Survive)
YOUR COMPANY
(Succeed)
YOUR COMPANY
(Transform)
Seek the
Peak
www.chipconley.com
www.jdvhotels.com
www.peakorganizations.com
Join thePEAK
Community