Resort Experience?

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September 29, 2016

I recently traveled to the Phoenix area to attend a conference. This particular trip, my wife was able to join me. We checked in at the main desk of the resort and were told we needed to take a shuttle to the Villas area of the resort. When the shuttle arrived, I got on with my wife’s bag and my backpack. The driver asked me to take our bags to the back of the shuttle. A little inconvenient, I thought to myself, especially for what looked to be an empty shuttle. But I complied. I looked back and noticed that the shuttle driver was still in his seat as our other two bags lay outside of the shuttle on the ground. I grabbed our other bags, brought them to the back of the empty shuttle, and off the three of us went – my wife, the shuttle driver, and me. 

During the ride, I wondered why the shuttle drivers at airports are usually so willing to help with baggage, but at this high end resort, they were not. The answer, in my opinion, is simple; no one ever told this particular shuttle driver to do so. My assumption is that it is not part of the training process. Maybe the resort assumes its drivers will assist guests with luggage? Many organizations make that mistake. They assume their employees know how to deliver the proper experience, without ever explaining what they want that experience to be.

That is why creating a Customer Experience Cycle (also known as a Customer Journey Map) is so important. As an organization, you have to define the non-negotiable standards of the experience you want your employees to deliver. Then, you need to train all employees on how to deliver that experience. These non-negotiable standards help your organization deliver a consistent experience to all of your customers.

I’d love to hear about your non-negotiable standards or journey maps. Please share with me or ask questions at or on twitter @DavidDMurray.

Related Tags:Customer Service