Bright Light Marketing's ability to focus businesses on their customers and their knowledge of the Hospitality Assured Accreditation scheme has been instrumental in enabling VisitScotland to work through the process in a clear, focused manner always with the end customer in mind. Their belief that you can always learn from others within and out with the tourism industry has allowed VisitScotland to meet and benefit from UK organisations who have already gone through accreditation. I would recommend them to any organisation who is planning to achieve Hospitality Assured."
Riddell Graham - Director of Communications and Strategy VisitScotland
visitscotland.org
Situation
Bright Light Marketing were appointed by VisitScotland to work with the organisation to achieve Hospitality Assured Accreditation. Bright Light Marketing are working with the organisation using a cross team approach so that as many people as possible were involved with the process.
Objective
To motivate the organisation, through inclusive teams, to implement continuous service improvements, gaining recognition of Hospitality Assured Accreditation, leaving in place an ongoing process for continuous improvement at the end of the project phase.
Targets
- To impact on all areas of the organisation and to have direct contact with at least 50% of employees.
- To link with other quality initiatives such as Investors in People and the Cultural Change programme.
- Act as an exemplar for the Tourism Industry in Scotland by adopting the Standard for Service and Business Excellence in Hospitality.
- Be the first National Tourist Board to adopt the Hospitality Assured standard.
Tactics
A team leader and team was set up for each of Visit Scotlands key customers with the team leaders forming part of the overall Hospitality Assured team. As part of the process Bright Light Marketing recommended that VisitScotland learn from other Hospitality Assured organisations. This resulted in visiting four organisations from different industry sectors. VisitScotland benefited from their experience, knowledge and the lessons they had learnt along the way. VisitScotland held a learning day at the Edinburgh International Conference Centre which the four organisations attended allowing the VisitScotland team to meet others who had been through the process.
Measurement
- A report on each of the Standards, with key recommendations. Plus evidence for each 10 steps of the Standard.
- Feedback from Teams involved in the Hospitality Assured Team and the Customer Teams.
- Feedback from all those consulted during the process with a list produced to ensure that at lease 50% of staff have been consulted.
- Comparison with other organisations.
- As a result of the process VisitScotland has restructured the organisation into its four customer groupings.