把顾客体验放在第一位 — 酒店行业的专长
侯嘉惠，2014年9月25日，代表学校总负责人/首席执行官
专栏作家及学校总负责人/首席执行官侯嘉惠谈酒店教育 — 在培养青年领导人提供一流的顾客体验中酒店教育的至关重要性及其不断变化的角色定位
格里昂高等教育学院（Glion Institute of Higher Education） — 专注于国际化的酒店管理事业的三所世界顶级高等教育学府之一，其专栏作家及总负责人/首席执行官侯嘉惠（Judy Hou）说：“酒店行业是体验经济的核心。”并且“就酒店教育在培养青年领导人提供一流的顾客体验中的至关重要性及其不断变化的角色定位”进行深入的探讨。
体验经济，又称体验行业，是在最近才出现的新术语。它包括六个子行业：酒店，旅游，活动，体育，娱乐和艺术。这个术语实际上反映了品牌和消费者越来越注重客户体验的发展趋势。现在的人们去酒店不再是仅仅找一个可以吃饭、睡觉或购物的地方，他们想要的是一种独特的、符合他们个人口味的与众不同的体验，这就是酒店教育会大放异彩的地方。
符合这种要求的职业经理人，不仅在酒店是卓越的管理者，在其它行业也能为顾客提供一流的体验价值。而事实证明，酒店管理学校在培养这种专业的职业经理人方面极具影响力。这就是为什么我们看到有越来越多的奢侈品牌和银行雇用酒店专业的学生来接待他们的高端客户。就这方面而言，体验行业正迅速成长为管理工作中最具活力和最具多样化的领域。
打开“体验管理”之门
在格里昂，“顾客永远是对的”这句酒店行业座右铭已经融入到了学生们的生活甚至呼吸之中。我们的强制实习和应用型学习方法使学生们拥有了国际化的、专业的、切合实际的经验，这些综合软实力和专业技能对于体验行业从业者来说都是必需的。在校园里，学生们经常接触到行业的专业标准和礼仪标准。他们和来学校招聘、开会和演讲的酒店行业的领军人物交朋友。比如，最近在日内瓦举办的一次品酒活动从我们学校召集了60名学生志愿者协助其酒会的运营，并且学生还需要在会场嘉宾在奢侈品的展位前驻足浏览的时候为其介绍葡萄酒。这就是一个在新体验经济时代酒店和奢侈品零售互动经营的完美例子。
更重要的是，我们的学生收获了意义非凡的全球化视野和经验。这种全球化视野和经验会在格里昂整个学习生涯中继续得到加强：通过活力四射的国际学生社团，或者是以后有可能参加的专业国际实习，以及我们在瑞士和伦敦的跨校区课程。这是2013年TNS全球调查将我们列为专注于国际化的酒店管理事业的三所世界顶级高等教育学府之一的一个原因。
从顾客服务到顾客体验
虽然顾客服务通常和初级职位联系在一起，顾客体验却涉及到管理的每一个层面。因此，我们的学生会经历一个严格的领导力提升过程，从而使他们适应品质和展览的高标准，而这是构成一次良好的顾客体验所必不可少的因素。我们独特的教学模式会让我们的学生最终达到在不同的文化间沟通自如、具有全球视野及亲身实践能力，也会教授他们如何看起来更专业、如何适应客户需求以及如何在多元文化团队中工作。
从本质上来说，在这个行业中，你必须要成为一个善交际的人。这事关你是否有激情和正确的态度，因为它不是一份典型的朝九晚五的工作。酒店职员必须有将客户在酒店的停留时光打造成令其难忘的回忆及让顾客心情愉悦的愿望。我们需要磨练这种精神，因为从本质上来说，我们必须懂得并预先想到每一位客户独特的需求，因此灵活和谦逊也十分重要。
这就是为什么世界上的顶级公司会来招聘我们的毕业生。我们认为对于顶级品牌来说，学校教育提供的价值是有限的。这些公司需要的是有商业敏锐度、有国际化经验及提供一流顾客服务的亲身经验的职员。因此当听到85%的格里昂毕业生在毕业之际都拥有一份或多份工作录用通知的时候，这个数字或许并不是多么令人感到惊讶。
下一个前沿领域：奢侈品管理
社会上对奢侈品管理专业毕业生的需求显著增加，并且我们也看到越来越多的奢侈品牌来我们学校招聘酒店专业的学生。
具体地说，这些品牌都面临着日益增加的个性化奢华服务需求。像LVMH这样的奢侈品零售品牌在近些年经济低迷的情况下也仍然实现了稳定的双位数增长。由于奢侈品牌都加强了服务，因此比如说购买一个奢侈皮包在现在可以被认为是一次体验而不仅是购物。现在购物经历可以归结为满足客户的需求及满足客户的期望，而关于这些方面酒店行业专业人士知道怎么去做。这就是为什么格里昂高等教育学院正在开设奢侈品牌管理课程。
随着传统酒店行业、旅游和会展活动都被并入了新体验行业之中，我们作为教育机构和银行、酒店集团及奢侈品牌保持良好的接洽十分关键，这样可以确保我们的课程表保持创新、与时俱进。正是以这种方法及不计其数的其它创新方法，保证了格里昂的毕业生掌握在体验经济时代所必需的软实力和职业技能。
关于侯嘉惠（Judy Hou）：侯嘉惠，总负责人/首席执行官，管理格里昂学校在瑞士和英国的校区。来格里昂之前，侯女士是中国上海锦江理诺士酒店管理学院(Les Roches Jin Jiang Hotel Management College)校长。侯嘉惠也是酒店商业评论杂志（Hotel Business Review Journal）的编委并撰写了多篇酒店行政与亚洲酒店管理的论文。
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Putting consumer experience first, a hospitality specialty
25 September 2014 by Judy Hou, on behalf of Director General/CEO
Judy Hou, columnist and Judy Hou at Director General/CEO discusses the vital – and changing role – of hospitality education in preparing young leaders to deliver a first-class customer experience.
Hospitality is at the heart of the experience economy, explains Judy Hou, columnist and Director General/CEO at Glion Institute of Higher Education – one of the top three institutes of higher education for an international career in hospitality. Here, she explores the vital – and changing role – of hospitality education in preparing young leaders to deliver a first-class customer experience.
The experience economy, or experience industries, is a recently coined term which encompasses six sub-sectors: hospitality, tourism, events, sports, entertainment and the arts. This term actually reflects the trend of brands and consumers that are focusing increasingly on the customer experience. These days, people aren’t just looking for a place to eat, sleep or purchase goods, they want to have a unique, distinctive experience that suits their individual tastes, and that is where hospitality education comes into the picture.
Hospitality management schools are proving to be highly effective in producing professionals who are not only great hospitality managers but who can deliver first-class, experience-based value in other industries. That is why we are seeing an increase in the number of luxury brands and banks hiring hospitality graduates to cater to high-end clients. In this respect, the experience industry is quickly becoming one of the most dynamic and diverse sectors for management.
The key to “experience management”
At Glion, students live and breathe the hospitality motto of “the customer is always right”. Our compulsory internships and applied learning methods provide students with international, academic and hands-on experience, as well as the professional, soft skill-sets necessary to work across the experience industries. On campus, students are constantly exposed to industry standards of professionalism and etiquette. They network with leading hospitality professionals who come for recruitment, conferences and lectures. For example, a recent wine-tasting event in Geneva called upon us for 60 student volunteers to assist with operations and present wines while guests were browsing the luxury boutiques, it is a perfect example of an interactive event where hospitality and luxury retail meet in the new experience economy.
What is more, our students receive significant global exposure and experience. This is enhanced not just through the dynamic international student bodies, or the possibility of professional international internships, but also by the opportunities to transfer between our premium campuses in Switzerland and London. This, among other things, is a reason that the TNS Survey 2013 ranked us among the top three hospitality management schools for an international career.
From customer service to consumer experience
While customer service is often associated with entry-level positions, the consumer experience is something that concerns every level of management. Consequently, our students go through a process of rigorous leadership development that attunes them to the standards of quality and presentation that are essential to a good customer experience. Ultimately, our unique style of teaching makes our graduates culturally fluent, globally minded and prepares them to be hands-on operationally, as well as preparing them how to look professional, be customer-oriented, and work in multicultural teams.
Essentially, you have to be a people-person in this industry. It’s about having passion and the right attitude, because this is not a typical nine-to-five job. Hospitality professionals must have the desire to create a memorable stay for their customers and make people happy. It’s a spirit we hone, because essentially, we have to understand and anticipate the particular needs of a customer, so it’s also really important to be flexible and humble.
That is why top companies from around the world seek out our graduates. We recognise that for leading brands education can only deliver so much. They are looking for staff with business acumen, international experience and first-hand experience of delivering a first-class customer experience. It’s perhaps no surprise that an impressive 85 percent of Glion graduates currently have a job or multiple job offers upon graduation.
The next frontier: Luxury Management
The need for graduates with a luxury management speciality has grown significantly and we are seeing an increase in the number of luxury brands coming to recruit hospitality students.
Specifically, these brands are responding to an increasing need for personalised luxury services. Retail luxury brands such as LVMH have been achieving stable double-digit growth despite the economic downturn of recent years . As luxury brands have enhanced their services, buying a luxury bag, for instance, is now being considered an experience. Now the buying experience comes down to accommodating the customer and their expectations and this is something hospitality professionals know how to do. This is why Glion Institute of Higher Education is developing a luxury brand management course.
With our traditional hospitality, tourism and event sectors merging into the new experience industries, it is crucial for us as educational institutions to engage with key firms such as banks, hotel groups and luxury brands to make sure that our curriculum remains innovative and up-to-date. It is in this way, as well as countless others, that Glion graduates will have all the necessary soft and professional skills they need to take on the experience economy.
About Judy Hou: Judy Hou, Director General / CEO, manages Glion-branded institutions in Switzerland and the United Kingdom. Prior to Glion, Hou was CEO of Les Roches Jin Jiang Hotel Management College in Shanghai, China. Hou is on the editorial board of Hotel Business Review Journal and has authored several articles in Hotel Executive and Hotel Management Asia.
25 September 2014 by Judy Hou, on behalf of Director General/CEO
Judy Hou, columnist and Judy Hou at Director General/CEO discusses the vital – and changing role – of hospitality education in preparing young leaders to deliver a first-class customer experience.
Hospitality is at the heart of the experience economy, explains Judy Hou, columnist and Director General/CEO at Glion Institute of Higher Education – one of the top three institutes of higher education for an international career in hospitality. Here, she explores the vital – and changing role – of hospitality education in preparing young leaders to deliver a first-class customer experience.
The experience economy, or experience industries, is a recently coined term which encompasses six sub-sectors: hospitality, tourism, events, sports, entertainment and the arts. This term actually reflects the trend of brands and consumers that are focusing increasingly on the customer experience. These days, people aren’t just looking for a place to eat, sleep or purchase goods, they want to have a unique, distinctive experience that suits their individual tastes, and that is where hospitality education comes into the picture.
Hospitality management schools are proving to be highly effective in producing professionals who are not only great hospitality managers but who can deliver first-class, experience-based value in other industries. That is why we are seeing an increase in the number of luxury brands and banks hiring hospitality graduates to cater to high-end clients. In this respect, the experience industry is quickly becoming one of the most dynamic and diverse sectors for management.
The key to “experience management”
At Glion, students live and breathe the hospitality motto of “the customer is always right”. Our compulsory internships and applied learning methods provide students with international, academic and hands-on experience, as well as the professional, soft skill-sets necessary to work across the experience industries. On campus, students are constantly exposed to industry standards of professionalism and etiquette. They network with leading hospitality professionals who come for recruitment, conferences and lectures. For example, a recent wine-tasting event in Geneva called upon us for 60 student volunteers to assist with operations and present wines while guests were browsing the luxury boutiques, it is a perfect example of an interactive event where hospitality and luxury retail meet in the new experience economy.
What is more, our students receive significant global exposure and experience. This is enhanced not just through the dynamic international student bodies, or the possibility of professional international internships, but also by the opportunities to transfer between our premium campuses in Switzerland and London. This, among other things, is a reason that the TNS Survey 2013 ranked us among the top three hospitality management schools for an international career.
From customer service to consumer experience
While customer service is often associated with entry-level positions, the consumer experience is something that concerns every level of management. Consequently, our students go through a process of rigorous leadership development that attunes them to the standards of quality and presentation that are essential to a good customer experience. Ultimately, our unique style of teaching makes our graduates culturally fluent, globally minded and prepares them to be hands-on operationally, as well as preparing them how to look professional, be customer-oriented, and work in multicultural teams.
Essentially, you have to be a people-person in this industry. It’s about having passion and the right attitude, because this is not a typical nine-to-five job. Hospitality professionals must have the desire to create a memorable stay for their customers and make people happy. It’s a spirit we hone, because essentially, we have to understand and anticipate the particular needs of a customer, so it’s also really important to be flexible and humble.
That is why top companies from around the world seek out our graduates. We recognise that for leading brands education can only deliver so much. They are looking for staff with business acumen, international experience and first-hand experience of delivering a first-class customer experience. It’s perhaps no surprise that an impressive 85 percent of Glion graduates currently have a job or multiple job offers upon graduation.
The next frontier: Luxury Management
The need for graduates with a luxury management speciality has grown significantly and we are seeing an increase in the number of luxury brands coming to recruit hospitality students.
Specifically, these brands are responding to an increasing need for personalised luxury services. Retail luxury brands such as LVMH have been achieving stable double-digit growth despite the economic downturn of recent years . As luxury brands have enhanced their services, buying a luxury bag, for instance, is now being considered an experience. Now the buying experience comes down to accommodating the customer and their expectations and this is something hospitality professionals know how to do. This is why Glion Institute of Higher Education is developing a luxury brand management course.
With our traditional hospitality, tourism and event sectors merging into the new experience industries, it is crucial for us as educational institutions to engage with key firms such as banks, hotel groups and luxury brands to make sure that our curriculum remains innovative and up-to-date. It is in this way, as well as countless others, that Glion graduates will have all the necessary soft and professional skills they need to take on the experience economy.
About Judy Hou: Judy Hou, Director General / CEO, manages Glion-branded institutions in Switzerland and the United Kingdom. Prior to Glion, Hou was CEO of Les Roches Jin Jiang Hotel Management College in Shanghai, China. Hou is on the editorial board of Hotel Business Review Journal and has authored several articles in Hotel Executive and Hotel Management Asia.
【原文引自】：http://www.gheac.com/thread-7172-1-2.html
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