SERVICE PHILOSOPHY & DESIGN
To become great, a hospitality brand must be invested initially with a strong identity and a clear sense of purpose. Together, they represent a service philosophy that exists beyond fine words, has real meaning and connects deeply with the team members that work for the organisation.
For C Resorts, it was important for the corporate team to de-learn the ‘Constance way’ and begin to think about the ‘C Spirit’ of service.
We began by facilitating a series of interactive exercises with the team to determine the Service Philosophy, using ‘The Fishbone’, a highly effective framework for describing Vision, determining Purpose and identifying Values.
Although Constance and C Resorts were to share the parent group’s Core Values, we challenged the team to breed a distinctive culture from these same words. We transformed the Core Values into Actionable Beliefs, by modifying the meaning of the word for C Resorts and by pairing it with an activating verb. Accompanied by model behaviours, we ensured that staff understood each Belief’s application to their day to day engagement with guests.
We then turned to Purpose, the brand’s raison d’être. For C Resorts, the Brand Purpose is ‘helping our C-kers let go and play’.
This purpose is the contribution C Resorts makes towards its Brand Vision of ‘a world without boundaries’:
A world where lines in the sand are washed away.
Without borders or artificial constraint.
A world where adults can explore, discover and escape.
Where childlike wonder knows no limits.
Where people reconnect with what matters most.
Welcome to a world where nothing is impossible.
With Values, Purpose and Vision complete, Luxury Branding was asked to help put the philosophy into practice. We designed and facilitated an interactive Perception Points workshop, through which we initiated the process of designing a sequence of brand encounters (e.g. arrival, housekeeping etc.) – points at which the C-kers will come face to face with the brand and make a judgement. We chose a selection of Perception Points within each encounter (e.g. check-in, turndown service etc.) to alleviate pain and deliver delight, providing flavour and intrigue to an otherwise monotonous basis of basic standards.
The Service at C Resorts would not be complete without the right team members to deliver the C Spirit. The challenge, therefore, was to pique the curiosity and interest of dynamic, young Mauritians who might be relatively new to hospitality but demonstrated other talents that would bring fresh and distinct energy to the brand.
By treating the recruitment campaign as a talent show, we invited the island’s movers and shakers to audition for ‘Nature’s Playground’, a new direction in hospitality, through a campaign that put hidden talents at the forefront of the call for talent.