Latest / Customer Service Revolution | Customer Experience & Employee Experience for Business Leaders / 205: The Secret to Scaling Service Culture Across 19 Resorts (pt 2 of 2)
Transcript
- 0:53Hello listeners and welcome to the customer service revolution podcast.
- 0:57You are listening to part two of two of the conversation between John DiJulius and Jess Shannon of Sandals Resorts International.
- 1:05If you haven't listened to part one, we recommend that you go back to episode 249 and start there.
- 1:11Now let's catch up to the second part of this conversation.
- 1:18The hard work actually starts after the launch because is anybody going to remember and be on the tip of their tongue six months, 12 months, 18 months from now?
- 1:29So how do you take that launch and what are you doing to make sure that it is top of mind awareness, TOMA, you know, in 19 resorts, 20,000 team members, what are you doing to make
- 1:44sure it's come August?
- 1:47of 2026 and February of 2027, people know this.
- 1:53Well, don't know, John, can I share a little bit about our resort rhythms competition, which I know you were there.
- 1:58question.
- 1:59and that was so cool.
- 2:00Good.
- 2:00I'm glad you're going right into it.
- 2:01I want to set it up as, and if you might be using it, I got to see it.
- 2:06It was so cool.
- 2:06It's kind of America's Got Talent, um Sandals Got Talent.
- 2:10That's how I describe it to people when I came back.
- 2:13I was blown away.
- 2:15So please, please, please,
- 2:17So, and this is all in the spirit of, you know, as you said, how do you make meaningful and sustainable change?
- 2:23So it's not a big bashy launch that's followed by the same thing the next day, right?
- 2:27Is how do you move the needle and also institutionalize so that it's a consistent movement of the needle?
- 2:34And, you know, it got to be this kind of the cross-functional steering committee brainstorming a day and saying, you know,
- 2:39How do we make this fun so people are engaged, it doesn't feel like they're eating their Brussels sprouts, right?
- 2:45How do you make service fun and engaging?
- 2:48And how do you speak to everyone in a moment?
- 2:51And someone said, man, it's too bad we don't have a song because, especially in the Caribbean, music is so embedded in the culture.
- 2:57We said, we do have a lot of talent.
- 3:00know, and maybe every, the talent just blew my mind, but I'm sorry, I'm
- 3:06not at all.
- 3:06So we started, we started thinking about it and suddenly, you know, you can see this paradigm shift between kind of theoretical discussion and suddenly everyone's eyes are
- 3:14twinkling.
- 3:15We're saying we have to do this.
- 3:16We have to do this thing.
- 3:17We have to launch a company-wide competition for a new service anthem.
- 3:22because it will then be immediately top of mind to everyone.
- 3:26It's going to be the ultimate fun and feel good experience, but it's also an amazing way for people to remember the service statement, the pillars, the always-adventures.
- 3:36want to make sure our audience listeners know this.
- 3:39The service anthem, the contest, they had to include the statement.
- 3:47Yep.
- 3:48so we did a launch across every location and every location had an individual competition.
- 3:52And the rules of the competition were, you know, obviously it had to be team members, couldn't be kind of professional lyrics, you couldn't take anyone else's lyrics, so they
- 4:01had to be original.
- 4:02They had to use our service statement, our service pillars and infuse our always and never's in.
- 4:09And it had to be personally what Sandals
- 4:11or beaches service meant to them.
- 4:13So it had to be personal, had to be unique, it had to be original, but it had to include all of those ingredients.
- 4:19And it had to speak to our entire team member compliment.
- 4:23So it couldn't be too specific to one team.
- 4:25So every resort, every destination had a competition.
- 4:30They got down to the final two at a location that had hundreds, hundreds of applicants.
- 4:38I only saw the final four or five.
- 4:41Okay, okay.
- 4:43But we had hundreds of applicants.
- 4:44We got down to then two per resort and our headquarters, so we had 40 tracks.
- 4:50So each of the final two were professionally recorded.
- 4:52So that itself was an experience for team members because they got to go to a recording studio and have the professional recordings done.
- 5:02We sat in a room.
- 5:04for two days, the steering committee and two professional producers to narrow down from the final 40 to the final four.
- 5:11And we listened to them blind, front ways, back ways, every which way, ticking into account all of the different criteria, did they meet the expectations, et cetera, but also
- 5:20getting that professional ear from the producers to make sure that it was gonna hit.
- 5:24So we got down to the final four and then they had, well, more months than intended because of our hurricane, which we can also talk about, but.
- 5:31they we flew them in to perform live and when we flew them in to perform live we also recognized this was an experience of a lifetime so it had to be so just like you know any
- 5:39other competition they had a week in jamaica to experience life as a guest and have a whole host of experiences so they got to experience life as a guest being taken care of
- 5:50all the different excursions that they could go on but they also had a
- 5:54music professional coach.
- 5:56So Craig E.
- 5:57T., who was part of TOK, a big band here, he is now a producer and he was a voice coach for them and a stage coach.
- 6:03Because I will say, of all of the finalists, the final four, none of them came from a professional entertainment background.
- 6:11So we had, you know, our club sandals team, our butlers, landscapes, you know, different team members who had not performed professionally on stage before.
- 6:20So he helped to coach them, get they where they needed to be.
- 6:22We then had three judges, two who are professional musicians today.
- 6:27uh Yes.
- 6:30Yes.
- 6:31And then our executive chairman.
- 6:33they, each of the team members, I mean, they performed
- 6:37like America's Got Talent or Britain's Got Talent.
- 6:40It was the same vibe and same, like, you know, whole set up.
- 6:45I mean, I was sucked in.
- 6:48And...
- 6:48Yes.
- 6:50able to do videos.
- 6:50Our light and film team was awesome doing videos of what their experience was, where they came from, where their passions were.
- 6:57So everyone got to see the human interest element of it as well.
- 7:01They were so good.
- 7:02They were absolutely so good.
- 7:04so we ended up with a winner.
- 7:07they were able to take home a large cash prize, which is exciting.
- 7:10our executive chairman also made an on the spot decision that every single contestant, because they were so fantastic of those finalists, was awarded a free all expense paid
- 7:20flights and everything vacation for themselves and their partner at a destination of their choosing, which is also fun.
- 7:27So we're in the planning stages of their vacations as well.
- 7:30But.
- 7:31that competition, which seemed small but ended up being kind of a big idea, got everyone talking and thinking about service and creating Caribbean moments and what that meant to
- 7:41them.
- 7:41And that will now be as part of our launch and as part of our rollout and in perpetuity, our service anthem.
- 7:47Listen, don't know how, I wouldn't want to have been a judge.
- 7:50I don't know how they picked the winner because I loved them all.
- 7:54But that day and maybe into the next day, that song was in my head.
- 8:00Now, I've only heard it that one time a month and a half ago, but you're going to hear it constantly.
- 8:09mean, no one's ever done that.
- 8:10My clients have gotten really creative with the...
- 8:13customer experience, Olympics and you know this and that, but to have a song that, a great song, not like a cheesy like you know, attempt at a song that is gonna play in your head
- 8:25about you know creating Caribbean moments and the three pillars was just genius.
- 8:31It was just so cool.
- 8:32And I will tell you, mean, the team, as you talk about being CX obsessed, they were the duo who won.
- 8:39They even had kind of Mento band shirts that were airbrushed and they had service DNA strands on there and they had the pillars and the statements even on their physical
- 8:48wardrobe so that you could see and you could feel and you could hear kind of the service DNA elements within them, which was great.
- 8:55And I will tell you, John, spoiler alert, one of the things that we're going to be doing next is
- 8:58creating a dance for the song.
- 9:01And so we're going to have the whole package, but I will tell you at least the top 15 we are creating with, we have an in-house permanent DJ.
- 9:08We are creating a Spotify playlist for our team members because the top 15 songs were so phenomenal.
- 9:13It was so hard to narrow down the great songs.
- 9:16And so you'll have like an entire playlist of service anthems, is, which is also really cool.
- 9:21gonna say, you know, reinforce the same message in a different way.
- 9:25Oh, that's brilliant.
- 9:25Oh, that's so cool.
- 9:27we said, you know, these songs deserve to be heard.
- 9:29They deserve to get their moment in the sun and their airtime.
- 9:31So we're creating a playlist of all of those songs.
- 9:34you put your own Sandals Caribbean spin on it, right?
- 9:42It wasn't what everyone else does and now they own it and talk about that frontline buy-in.
- 9:50All right, my last question that I want to ask you that I'm not going to ask you yet, but it's so important.
- 9:56It's about what you did.
- 9:58sandals as a result of Hurricane Melissa, I think blows everything we've already talked about away.
- 10:04But before I get there, I have a lot of, we have a lot of leaders, chief experience officers, people that want to, that are already good at customer experience, but want to
- 10:14take it to the next level.
- 10:16What's your advice?
- 10:17Because it's not hard and they may not have the resources of doing a lot of these things, but what
- 10:25It's a lot when you hear all this, it's like, my God, and it's almost intimidating that, where do they start?
- 10:31What would you tell someone?
- 10:33So the first year we actually had a mantra, we're changing the world one check-in at a time.
- 10:37ah Because if you don't start small and make a small but high impact change, it's really hard because you get into analysis paralysis.
- 10:47You can look at everything and it feels like it's a heavy lift.
- 10:51Or you can look at everything and say, I need to your point, millions and millions of dollars to fix this.
- 10:56And the answer is gonna be no.
- 10:57right, because you haven't proven the value of a function.
- 10:59And so starting small, one of our pain points, guest gets in off of a long flight and they just want to go to the beach.
- 11:06They want to get a drink, a pina colada in their hand and they want to...
- 11:09So how do we, shorten that time and then, you know, two, reduce or eliminate some of the bureaucracy associated with an administrative function.
- 11:17And so we took that micro experience and we broke it down to all of its parts and said, okay, which can we eliminate?
- 11:23Which can we...
- 11:24accelerate and which can we make happy and experiment experiential rather than administrative and we piloted it at one location we pivoted we said what worked what
- 11:33didn't work how do we scale this how do we roll it out but my best message to anyone is you know going back to everything in life as sales or service find one
- 11:41one service issue that is small but can have a big impact if resolved, that one small pain point, fix that and people will start to get on board.
- 11:49So that is, would say, number one is start small, start narrow, improve your value.
- 11:56And then the other thing is, know, we, like if we talk, everything that we've talked about today, we wouldn't be anywhere that we are on service DNA if it wouldn't be for
- 12:05crowdsourced ideas and being inclusive.
- 12:07know, CX is not an exclusive club, it's an inclusive club.
- 12:11And so it is everyone's role and in everyone's DNA and everyone's best interest.
- 12:16And so, you know, knock down any barrier, any silo, kind of any lanes that you have and try to crowd in as many good ideas as possible.
- 12:25And everyone looks at guest experience through a different lens or team member experience through a different lens.
- 12:29and everyone has valuable perspectives to add.
- 12:31And if you can combine all of those, it's so much better than one team or one department going it alone.
- 12:37you know, we have been extremely successful by being as inclusive as possible.
- 12:41Jess, here's the toughest question I get that I truly don't know how to answer.
- 12:46And I know this isn't your situation at Sandals, but maybe in your vast prior lives, you worked with so many companies.
- 12:57When someone comes up to me after I speak or whatever and say, listen, how do I get a team of, you know, 110,000 to act like this?
- 13:09That's easier.
- 13:10even though it followed the methodology, all the things we talked about.
- 13:14It's when they say, how do I get my boss, my CEO, my president bought in?
- 13:19I will say, buy him the book, have him come to the next presentation.
- 13:23But what I'm really thinking is, you're screwed.
- 13:25So I know you don't have that problem at Sandals, but yes, yeah.
- 13:31So what if someone says, all right, they don't see the return on investment.
- 13:35They won't, you know, they'll do lip service, but they really, know, and back to your earlier points, they chase the shiny objects.
- 13:42This month, yeah, customer experience, but next month, we, you know, blah, blah.
- 13:46What would be your advice?
- 13:47you're not wrong in underestimating the complexity there.
- 13:50know, tone at the top and buy-in is foundational to success in pretty much any initiative that you look at because you know there's empirical data that most change initiatives fail
- 14:00and one of the number one reasons they succeed is the buy-in.
- 14:03So it is foundational to being able to move the ball forward.
- 14:06That being said, know, it's one kind of going back to what I said for my Peace Corps days, it's understanding.
- 14:11the way someone wants to receive a message and the appeal that's going to be in it for them.
- 14:15So as a CEO, you have different types of CEOs, right?
- 14:18But what matters to them?
- 14:19it the information from the ground?
- 14:22Is it the data analytics?
- 14:23Is it the finance?
- 14:24So understanding the way in which they like to receive messaging and what is the most compelling type of argument to them.
- 14:30Stepping apart from service, what speaks to them?
- 14:34what, you you watch them, you're observant.
- 14:37what is the way to get them over a finish line with any goal or any objective, replicate that as it relates to service.
- 14:43Because there is, if you want data on service experience improving NPS, we got it.
- 14:50If you want service experience as a reduction to compensation, we got it.
- 14:54If you want service experience as even a cover up of other challenges that you have, we got that.
- 15:00So what are the different levers that matter most to them and being able to help address that, I think.
- 15:06communications and communications planning is one of the number one ways that you have to both
- 15:11get stakeholders on board, but keep them on board.
- 15:14So, you know, one is understanding what matters to them and why it matters to them, and being able to speak to that very specific point of view, but then coming back to them so
- 15:23that they don't forget.
- 15:24So here's what you told me was important, here's what we've accomplished so far, impact of what we've accomplished so far, here's where we have to go.
- 15:31Because I think one of the other reasons that sometimes things fail when you say the new shiny object, you've gotten the CEO on board one time, but then you fail to show
- 15:40that you've had an impact and you fail the communication strategy to come back and return to them.
- 15:43So it's not their fault that in a quarter they've lost interest and they're focused on something else.
- 15:48It's kind of yours for not keeping it on the radar screen or not demonstrating the success they've had.
- 15:52Okay, so if someone right now today doesn't have the buy-in they'd like from their top, it's possible.
- 16:00And I think it really comes down to ROI.
- 16:02have to have a, we call it ROX, return on experience.
- 16:07What will that do?
- 16:08More referrals, what does that mean if there's an increase in 5 %?
- 16:12There's a top line and a bottom line number.
- 16:16and and you know I love it love it okay the last question which okay yeah yeah
- 16:21you may, as coming in new to a company or new to an organization, you may not have the credibility yet, but someone in the organization has the credibility to be able to speak
- 16:30to a CEO, right?
- 16:31Like there are trusted advisors everywhere.
- 16:33And so you may not immediately win over your boss because you may be new and they may be change averse or a whole host of other competing priorities may exist, but also
- 16:42understanding who is.
- 16:43influential within the organization and helping to change their heart and mind and become, you they can become an evangelist for your cause when you may not be able to be the direct
- 16:53evangelist, I think is important to recognize as well.
- 16:55Love that.
- 16:56All right, the last question.
- 16:57You've been so generous with our time, your time is, and this is a whole, this could be a whole podcast.
- 17:03In the fall, I believe it was in the fall, uh Hurricane Melissa obviously threw a wrench into a lot of things.
- 17:10I'm like, this is screwed up by our timeline, which is the least of things.
- 17:18Talk about, because obviously in the US we probably don't know the devastation, the inconvenience was such a minor word to call it.
- 17:30But more importantly, what Sandals did for Jamaica and their employees impacted?
- 17:38Melissa was something we would have never wished on anyone.
- 17:42It was a very slow moving hurricane that couldn't make up their mind where they were going, kind of weaving in and out, and ended up landing in Jamaica.
- 17:48It had the strongest wind gusts in recorded history around the world, so that's not Jamaica specific.
- 17:53That's typhoons, that's hurricanes, that's tornadoes, everything.
- 17:56And it literally blazed a trail through Jamaica and our
- 18:00Sandal South Coast had the incoming eye of the hurricane and two of our resorts Montego Bay and Royal Caribbean had the outgoing eye of the hurricane.
- 18:06And so you can imagine the devastation.
- 18:08But it really did, as far as Jamaica is concerned, cut a path across the country.
- 18:13I'd say, you one of the things that we were very fortunate to do was have a lot of preparation with most of our team being
- 18:20by and from the region, you could tell early on this was a different type of hurricane than most.
- 18:25And so we did a lot of preparation that I think made the aftermath a little bit better than what it could have been.
- 18:31So we were encouraging all of our guests to fly home, changing, waiving change fees, working with airlines to get additional flights on board to get guests home.
- 18:41We still had a thousand guests on island during the hurricane.
- 18:43So our team members on resort were
- 18:46taking care of themselves, taking care of the families, but also taking care of our 1,000 guests that we had on Island.
- 18:51In the immediate aftermath of the hurricane, we did something that I think is really defining from a guest side.
- 18:57said, everyone's been through a really traumatic and really scary experience.
- 19:01We want to be able to get you home as quickly as possible so that you can go see your loved ones, you can communicate.
- 19:06Let's not wait for commercial partners and our commercial airlines and flights.
- 19:11So we actually chartered a plane the day before the commercial airlines were able to reenter to evacuate our guests essentially from Jamaica.
- 19:20And we worked even with the US government, the state department to have them kind of get a hero's welcome when they came into Miami.
- 19:26So they had a dedicated security line cheering like they were an NFL football
- 19:30team, I thought was just such a moment where it mattered so much to our guests who felt very vulnerable in the situation that we were able to come together as a company and
- 19:40working with the government of Jamaica, working with the US State Department to make that happen for our guests was, I think, an amazing story.
- 19:46I think even more, as you mentioned, our team members were absolutely.
- 19:51the thing that I have to add to this, I've had, you know, I've been a business leader, you know, during 9-11, okay, the great recession and the pandemic, okay, which we can all
- 20:04relate to.
- 20:05But I'll be honest when you see that, you're like, my God, the revenue we are gonna lose as a result of closing and being affected and woe is me.
- 20:16and we were expecting and doing and how are we gonna, you you guys put all that on the back burner.
- 20:22I mean, you lost revenue, you were closed, you had to rebuild property, you're still rebuilding some properties.
- 20:30But in all doing that, you focused on getting the guests the hell out of there and it's just incredible.
- 20:38And then, please go into what, yeah.
- 20:41well, I should mention on the guest side because you kind of talked about or touched on it a couple other things that we did.
- 20:46said, you're you're.
- 20:47The guests wanted to go home immediately, airports weren't open, we couldn't do that.
- 20:51But we waived any kind of distress rate, any kind of rate that we had, said, you're taking care of on us, this is your home, you're taking care of on us.
- 20:58So we took any financial burden off of the guests in that moment when they were already stressed.
- 21:03And then we actually said, and because we know this wasn't the vacation that you had envisioned, you have a free replacement vacation.
- 21:09So they actually also then have a chance to come back and experience.
- 21:13Jamaica or Grenada or st.
- 21:14Lucia in a way that they would would want which I think Did wonders in terms of you know ensuring that they had maximum confidence in the brand going forward so we did all of
- 21:23that, but I will tell you I mean our team members were the unspoken and true heroes of every moment of that experience like
- 21:31from taking care of the guests to when Adam went and saw our Sandal South Coast property which had taken the incoming eye.
- 21:37He was talking to the team members, was the same week, and 80 % of our team members there had lost their roof or their house.
- 21:44And that's how devastated the local community was.
- 21:46So he was talking to all of them and a number of them actually said to him, how can we help you rebuild as quickly as possible?
- 21:52you know, because their spirit was such that they were taking care of the guests and they wanted to come together and really save the business together, which I think speaks to the
- 22:01speaks to the family kind of feeling of the resorts.
- 22:04But what I think we were able to do in the wake of it and ensuring that our team members were taken care of.
- 22:10So we immediately gave a cash infusion to team members saying, we know you need to take care of you have immediate expenses.
- 22:16You know, and it was that moment of saying,
- 22:18They had been personally devastated.
- 22:20but 80 % of team members in that region had lost either their roof or their house, had major or irrecoverable damage.
- 22:27And here they were focused on how to help rebuild the company together because there is that much of a family feel to the community and the company, which is fantastic.
- 22:38I think, you know, more importantly is we needed, we knew clearly that while they wanted to do that, what we needed to do first was
- 22:46care of them as our own family.
- 22:48And so we gave immediate cash infusions to folks because we recognized there were immediate needs that had to be met.
- 22:54So we gave immediate cash infusion to every team member so that they had that and they could provide.
- 22:59We also did, we had everyone who was in Jamaica complete a form and we did assessments of how damaged their house and their contents were.
- 23:08And we gave rebuilding grants and actually bought the materials to rebuild our team member housings.
- 23:13we have, if you pulled up to our hotel at week two, it looked like it was a lumber yard, but it was actually our kind of ground zero for helping to rebuild all of our team
- 23:23members.
- 23:23We gave care packages and we said, we don't want people to come back time and time again to have to get care packages while they're focused on their families.
- 23:31So we gave a month's supply of stuff.
- 23:34everything that they would need to be able to take care of their family for a month in one care package to make sure that all of our team members had everything they need not just
- 23:42for themselves but for their families as well.
- 23:44And then we did have three resorts which are going to be closed for uh essentially now it's a year and we said you you you can't we can't
- 23:53have them worrying about what's going to happen next in this moment in time.
- 23:56And so those three resorts that are closed, we did make the announcement that all of those team members, 100 % of the team members for those resorts would collect full pay until the
- 24:05resorts reopened again.
- 24:07And we get to use the time to...
- 24:10help give them additional training, additional coaching, give them personal enrichment opportunities so that they have that chance to do some things they hadn't been able to do
- 24:18when the hotel was open.
- 24:19So they're hopefully benefiting from the service DNA training and all sorts of other things while they're taking care of their personal needs.
- 24:27One of my favorite lines is EX equals CX and employee experience equals the customer experience.
- 24:33And this shows exactly why Sandals and Beaches has such a great reputation for customer experience because of the way what you do for team members, not only on a day to day
- 24:46level, but when when shit hits the fan and you're there for them.
- 24:51It's just, you know, and I got to
- 24:53experience it, and hear these stories, and have people tell me when I'm dining what you guys have done for them.
- 25:00And this is why people have been in these positions and with you guys for 20 plus years.
- 25:06And it's just, it's remarkable.
- 25:08Jess, thank you so much.
- 25:09It's such an honor to work with you.
- 25:12I feel guilty, because I honestly believe I've learned more from you.
- 25:16than I think I've taught professionally.
- 25:18But I will also tell you, than, better than my highlights of all the times of working with Sandals and coming out there is when after a workshop,
- 25:31you and I and some of the extended steering committee will go out to dinner and we just get to talk and it's about your dad, it's about your growing up, it's about your life,
- 25:42it's about your significant other.
- 25:43Like that, it has really meant so much to me and you truly walked the talk.
- 25:48So I can't thank you enough oh of all of what you've taught me and I really appreciate it.
- 25:55John, it's a mutual admiration society because, you one, we have learned so much and you have contributed so much to the kind of legacy, the new legacy of Sandals Service, which
- 26:05is phenomenal.
- 26:06So a huge thank you to you.
- 26:07And also, I think you have been Sandalized enough that people view you as a genuine team member.
- 26:14And so I would say very much as much as a coach and an educator and an expert in your own right, you're also
- 26:22in the best of ways, part of the team.
- 26:24So ah we look forward to continuing the journey with you.
- 26:27We know we've accomplished great things, but we're going to accomplish even more in the coming year.
- 26:31And we're just so grateful to have you on board.
- 26:35And Kareem is going to continue to be that phenomenal superstar that she is.
- 26:39So thank you, and thanks for the time today.
- 26:41It's been fun.
- 26:42Thank you, Jess.
- 26:43Thank you, Revolutionaries.
- 26:45And we will see you next week on the customer service revolution podcast.