Improving the Customer Experience
Regardless of how fancy the building or how marvelous the meal, the core transaction in the hospitality industry remains the interaction of a professional staff member and a guest. Even though that service transaction is increasingly intermediated by technology, as we discuss in Chapter 6, the fact remains that at its root, the hospitality transaction involves human interaction. In this chapter, we present cases that directly address improvements in customer service, although those improvements might well include other innovative aspects, such as improvements in human resources policies or technical implementations. In the following chapter, we outline innovations that focus more specifically on human ...
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