| Summary _ L.I.F.E., created by The Ascott Limited in 2003, is a brand program and is made of 4 letters: L (Local Touch), I (Individuality), F (Feeling at Home) and E (Exceeding Expectations). We wish that all our guests are able to observe and experience these 4 brand values._ In order to implement this, the Ascott Moments - Bringing Service to LIFE program was set up in 2010 and then launched all over the world in 2011 and 2012._ Even if we know that the quality of an apartment, the range and price are still very important, we also know that residents are much more interested in the quality of the service experience they receive and the absence of the hassle factor. More is needed to meet and exceed residents expectations, and to really differentiate a residence from its competitors. At Ascott, we are not simply competing with other serviced residences on just the quality of our residences, but also on the service experience we deliver to residents._ Ascott Moments - Bringing Service to LIFE program was created by Ascott and is an internal training program aiming at linking these 4 brand values with the service provided to our guests, so that our employees live the brand promises. During this program, both managers and team members are looking at the small differences each one of them can make so that residents recommend us to others and want to come back to us again and again. Ascott Moments program is inspired of the Brand Profit ChainŽ, a simplified version of the Service Profit chain developed by Harvard Business School from analyses of successful service organisations, which shows that leadership role is absolutely critical to success._ Therefore, the first step (2 days - Train the Trainer session) is to train Residence Managers in order to help them to build and strengthen their knowledge, skills and behaviours to lead and sustain the Ascott Moments implementation in all Ascott residences in the world. Then, to inform, enthuse and motivate teams to deliver Ascott Moments in the properties, Residence Managers organize team building events to launch the training modules._ These training modules last 2 hours by letter - each letter, L, I, F, E, being a module. Each of the 4 modules focuses on a skill or behaviour critical to delivering a differentiated resident experience, and involves everyone in the business._ The Ascott Moments Week will be launched in March 2013; it will be held annually in all residences and will recognize people who contribute to customer centric initiatives and service excellence._ LIFE Awards were also created to support L.I.F.E. brand values and are aimed at recognizing outstanding individuals who consistently demonstrated exemplary attitude in their work and are strived to deliver service from the heartŽ, creating Ascott Moments._ This program is very popular with our staff and has become a yearly program, with a purpose to foster guests loyalty by developing our teams satisfaction and loyalty as well_ _ L.I.F.E. is at the same time a brand program and a training, with a wish to link four brand values (Local touch, Individuality, Feeling at home and Exceeding expectations) with the service excellence provided to guests. Ascott Moments and LIFE Awards are concrete and practical ways to train employees in making the difference. L.I.F.E. enables Ascott brands to provide a different feeling for our guests, whichever their length of stay is, compared to what they could get in hotels. |
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