2. Presentation Contents:
The Brand of Mandarin Oriental Hotel Group
What is Colleague Engagement?
The Benefits of Engagement
What is Our Brand Promise To Our Guests?
What is Our Brand Promise To Our Colleagues?
The Strategy For Success!
8. “If you have the right people on
the bus, they will be self
motivated. The real question
then becomes: How do you
manage in such a way as not to
de-motivate people.”
Jim Collins: Good To Great
9. “How do you have such great
people working in your hotels?”
Alan Jones: CEO Jardine Motors
10. Recruitment
“Whether someone is the “right” person has
more to do with character traits and innate
capabilities than with specific knowledge,
background or skills.”
Jim Collins: Good to Great
11. Observable Behaviours
Skills & Knowledge Easier to Identify &
Measure
Competencies: More Difficult to
Personal Characteristics Identify & Assess
Attitude, Values, Aptitudes, Personality
Traits & Motivation
12. Recruitment
• Interviewing For Success
• Screening Tools
• E - recruitment
• Snap Hire / Profile Ex
• Getting The Right People On The Bus....
13. What is Colleague Engagement?
“Engaged employees are
those who go beyond
knowing what the mission
is: they believe the
mission and understand
what is needed to
achieve it.”
Bill Piersol: Employee Engagement
and Power to Give the Edge.
14. DRIVERS OF ENGAGEMENT
• Leadership
• Communication
• Performance Management
• Benefits
• Acknowledgement
• Learning & Development
• Career Planning
• Parties & Activities
15. Leadership
• Open door policy
• Approachability of Senior Management
• Adaptable Leadership
• Lead by Example / Role Modelling
• Developing People
16. Communication
“Do the processes that support two
way communication drive colleague
engagement at Mandarin Oriental Hyde
Park?”
Keith Edwards: MBA Dissertation Question
19. Acknowledgement
• Long Service Award
• Colleague Awards
• Moments of Delight
• Birthdays
• Cultural Days
Reinforcing Behaviour that Supports the Brand
20. Learning and Development
• Developing an Integrated L & D
Architecture
• MOve Forward
• Accelerated Management Development
Programme
MBA General
• MOve Up
Managers &
Senior
Managers
MOve Forward Senior
Management
• MO MBA Programme Additional
Training
and
Development
MOve Up Supervisory/
Development
Junior
• Additional Programmes e.g. IFS, PFS, PM activities as
appropriate
at each level
Management
Development
Job Skills
training
MOve in - Orientation
Orientation
21. Career Planning
• Internal Transfer System
• Annual Career Discussions
• Hotel Succession Planning
• Group Succession Planning
• Promotions From Within
• Cultural Ambassador Programmes
22. Parties & Activities
• Colleague Parties and Events
• Departmental Events
• Hotel Sports Days
• Management Retreats
• The Power of Shared Experience.....
• Hotels Attracted Social People Who Want To
Be Entertained!!
23. The Benefits of a Successful
Engagement Strategy
Absence From Work: 5 fewer days off sick per year
Profitability: Increased by 12%
Productivity: Increased by 18%
Revenue: Increased by 43%
Staff Turnover: 87% less likely to leave
MacLeod and Clarke (2009): Engaging For Success:
Enhancing Performance Through Employee Engagement
26. “The books may show that employees
represent the largest share of expense. They
don’t show that they also earn the largest
share of revenue.......If employees are really
doing their job, they’re not a cost, they’re an
asset, our primary asset.”
Isadore Sharp: Four Seasons:
The Story of a Business Philosophy
28. What Is Our Brand Promise to Our Guests?
Legendary Quality Experience
29. MOMENTS OF DELIGHT
1. Telephone to reserve 11. Room Service Waiter/ess x 2
2. Telephone to change or reconfirm 13. Switchboard x 2
3. Airport representation 15. Maitre D’Hotel
4. Limousine driver 17. Waiter x 3
5. Doorman 19. Manager
6. Bellman 20. Concierge
7. Receptionist 21. Cashier
8. Floor Supervisor 22. Bellman
9. Room Attendant 23. Doorman
10. Room Service Order Taker 24. Limousine Driver
30. MOMENTS OF DELIGHT
25. Barman x 2
26. Cocktail Waiter/ess x 3
27. Guest Relations Officer
28. Floor Supervisor
29. Room Attendant
31. MOMENTS OF DELIGHT
29 moments x 190 guests = 5510 per day X 365 days = 2,000,000
Plus others departments:
Spa, Banquets, Sales, PR, etc.
= 2,400,000 Moments of Delight per year
25 Operating hotels
= 600,000,000 Moments of Delight per year
= The Brand of Mandarin
Oriental Hotel Group!!
33. What is Our Brand
Promise To Our
Colleagues?
Colleague Quality
Experiences
34. Creating a Colleague Brand
Mapped the Colleague Journey against the Guest
Journey
Conducted a set of Global Focus Groups
Employed Synovate to compile the data
Developed a set of Colleague Quality Experiences
that were in line with our culture and expectations of
colleagues
35. Colleague Quality Experiences
First Impression
Orientation
Providing a Safe Working Environment
Uniform
Changing Room Facilities
Colleague Dining Room
Salary and Benefits
Learning and Development
Career Development
Creating Talent
Colleague Feedback
Communication
Acknowledgement of Performance
Care For Colleagues
Being Yourself at Work
Beyond the Workplace.
36. A Strategy For Success
James Heskett: The Service Profit Chain:
How Leading Companies Link Profit and Growth to Loyalty,
Satisfaction and Value
37. Colleague
Satisfaction
The Service
Profit
Profit Chain
Added Value
£$
Customer
Satisfaction
39. CONCLUDING REMARK
“The services surrounding luxury brands can be viewed
not only as an intrinsic part of the product themselves,
but an important differentiator of the brand.”
Robert Reppa: The Luxury Touch
Development
Acquisition
Retention Mobility
The Culture Drives Behaviours which
Drive the Brand......
