Hans Koch: my magic formula for success

During the course of my hotel career, there has been a significant shift in customer expectations. Today's guests expect well-appointed facilities, unique experiences and a range of wow-factor services. This insight is central not only to the success of hotels and restaurants, but also to that of today's events business.

It has always been clear to me that achieving customer satisfaction through personalised service - putting in extra efforts to meet, and even exceed, the expectations of our customers - is the magic formula for the success of any service company.

Key commercial objectives must always be to achieve measureable goals driven by company values, innovation, sustainability and customer focus.

1. Be creative in your offering and approach

Let me explain the customer focus premise by using an example from my present field.

The Lucerne Festival, which celebrates its 75th anniversary this year, is classical music's most important symphonic festival and KKL Luzern Management's most important client. The close partnership between the Lucerne Festival and KKL Luzern demonstrates how crucial it is to work together to satisfy the high expectations of partners, sponsors and guests.

In today's age of digital communication, festivals and events must constantly reinvent themselves and we, as service providers, have to do the same. Concert visitors not only want to enjoy unique concerts, but they want to see and be seen; they want to entertain and be entertained. Major events such as the Lucerne Festival not only generate night stays in the city's hotels, but they also provide ideal platforms for networking in the form of private parties and corporate receptions.

These events are conceptualised, planned and executed by KKL Luzern in close cooperation with the organisers. For the Lucerne Festival, such side events are strategically important, and for KKL Luzern, they are of great commercial value because they showcase our innovations, professional know-how and wealth of facilities.

2. Thoroughly understand your customer

Customer focus means getting to know the customer. It takes much more than standard questionnaires to identify specific customer needs. It is critical to meet customers in person and discover their expectations. In-depth dialogues are recommended between customers and service providers.

Once customer requirements are established, preparing a detailed concept and offering becomes much easier for both sides. Whether there are ten guests or a thousand, it will always be the responsibility of a hotelier or event professional to turn the customers' expectations into reality. The combination of good planning and organisation, food and beverage arrangements, and logistical and operational support, as well as discretion, is the basis of a successful offering.

It is still the small wow-factor extras, however, that make an event or hotel stay even more memorable and special, and inspire guests to return or recommend their experience to others.

3. Live the philosophy of customer satisfaction

In line with the high standards that we set ourselves, it is essential that our front-of-house employees show commitment and entrepreneurship while extending excellent and personalised service day in, day out.

It is not enough for management to tell employees how to treat guests - if a service provider is to enjoy long-term success, customer focus must start at management level. In fact, the determination to meet and exceed customer expectations must become an integral part of corporate strategy and, by extension, of our professional nature.

In conclusion, it is of utmost importance that we have professional pride in and passion for recognising customer needs, and that we accept the responsibilities entrusted to us. We, as managers, must live this philosophy by example, communicate it to our employees and lead them accordingly.

Only by doing this will we be able to create a bespoke culture of service - the magic formula for success.