In Conversation: EXPO Preview with Stephanie Perrone Goldstein
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In our pre-EXPO coverage we’re getting to know your Education Day speakers. Next up is hospitality expert and Sales Director at LRA Worldwide, Stephanie Perrone Goldstein. In our Q&A, Stephanie talks about the importance of authentic customer experience and gives us a preview of what topics she’ll be covering during her breakout session!
About Stephanie: Stephanie works with prospective clients to understand their unique customer experience measurement needs and help articulate them into measurement programs. Stephanie’s background in hotel, spa, retail and restaurant management as well as 10 years of experience in developing customer experience programs for clients across the hospitality, travel, entertainment and commercial real estate industries support her role in finding appropriate solutions for companies of various types and sizes. Prior to joining LRA, Stephanie held leadership roles for hospitality companies including Four Seasons Hotels & Resorts, Marriott International and Western Athletic Clubs. Stephanie is a graduate of Cornell University with a Bachelor of Science in Hotel Administration.
Q: Biggest challenge faced by hospitality industry?
A: Brands that have withstood the test of time by establishing a brand promise and delivering it consistently need to create memorable experiences that connect guests both rationally and emotionally. This can be supported through innovative design, facility and technology improvements that enhance ambiance, comfort and connectivity – but ultimately the emotional connection comes down to the people and how they deliver a genuine, authentic experience that resonates with guests. There is not one single solution to this as each guest from each generation and each region of the world has unique expectations. Creating environments that enable personalized service while maintaining the foundational elements of cleanliness, comfort and safety are what will continue to set the exceptional apart from the good.
Q: Which EXPO talks are you most looking forward to?
A: Everything looks really interesting but I am particularly looking forward to two of the general sessions. The first is Dimiter Zahariev’s “New Heights in Customer Service – Real-time Engagement in the Air and on the Ground.” Travel interruptions cause the most stress for passengers, ground crew and in-flight operations. The ability to proactively deal with these issues rather than react – particularly while in the air – is a potential game changer for the industry. Hospitality has long recognized “service recovery” or “problem resolution” not only as a key “moment of truth” in the guest experience but as an opportunity to establish a relationship and create a positive outcome from a negative situation; this is a great opportunity for the airline industry to do the same.
I am also interested in Lee Silber‘s session “What Next? Ways to Drive Leadership & Excel the Passenger Experience.” I will be speaking a bit about Service Recovery in the breakout I am leading as well and am curious to learn of Lee’s take on how to exceed expectations creatively, and on the fly. To me, handling passenger engagement when the passenger is feeling vulnerable is a powerful way to connect with passengers on a higher level and earn their loyalty long-term. Leading teams to effectively manage these situations which, in the airline industry are unfortunately highly prevalent, is an area that could certainly enhance passenger experience overall.
To me, handling passenger engagement when the passenger is feeling vulnerable is a powerful way to connect with passengers on a higher level and earn their loyalty long-term.
Q: What are some of the major points you will be covering?
A: I will be providing insights from the various experience-based industries we serve. This will include success stories in designing, creating and measuring the customer experience in a way that combines people, product and process into a cohesive, aligned and memorable experience. Some topics include the shift from functionally sound service to memorable engaging service and improving emotional connection and engagement, as well as the art of service recovery.
Q: Favorite hotel stay and why?
A: Funnily enough, my most memorable hotel stay was actually a series of stays at the same hotel during my childhood. My family took regular trips to Disney World in Orlando and all six of us would stay at the Holiday Inn Maingate West – in one room. At that hotel, there was a clown, Zucchini the Clown. We adored him! This hotel found a way to connect with my entire family so strongly that despite all the magic of Disney we were experiencing each day, we would beg my parents to take us back to the hotel to see Zucchini on the nights he was to perform. Year after year we would force our parents to take us back there. Zucchini was so honored when we would tell him he was the reason we had to return – he always engaged us on our level and made us feel good. Looking back and given my choice of career, I find this so telling. This hotel found a simple way to emotionally connect with my entire family in a way so powerful that in a sea of hotels in the land of Disney, we were compelled to return over and over again. I see this in my adult life now – connect with my children and you ultimately connect with me.
Q: How can the industry measure and address cultural or regional expectations when it comes to hospitality and service? Are there any universals here?
A: While every global culture has its own unique expectations, I believe that delivery on brand promise (the commitment made by the brand to customers) combined with genuine care and concern for the customer as a person are universal concepts that any company can and should focus on, develop metrics around and ultimately measure. The breakdown as it relates to the customer is articulated best, in my opinion, by famed restaurateur Danny Meyer in his book Setting the Table. Meyer said his business strategy is built on good Service: the technical delivery of a product and Hospitality: how the delivery of that product makes the recipient feel.
You can catch Stephanie on Monday, September 15th from 13:30 – 14:10 for her Breakout Session: Airline Passenger Experience: Treating Your Fleet Like Flying Hotels.