Creating Guests for Life
Lessons Learned and Rules to Follow for Improving Service
Improving service may be included on many businesses list of goals, but taking service to a level where "customers for life" are created requires dedication and a commitment to excellence that is often sought but rarely achieved.
CREATING GUESTS for Life focuses on experiences from the hospitality industry. However, the principles within this book are relevant and easily incorporated into the business plan or training program of any business in any industry interested in improving service.
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Paul Ruby's sometimes humorous, but always relatable stories of lessons learned during his career serving others, evolves into simple but valuable rules to follow in his quest to create customers for life.
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When I first met Paul Ruby, he was a student at Iowa State University majoring in Hotel and Restaurant Management. I served as Department Chairman at this time and became one of Paul's instructors. His career interest in the hospitality industry was obvious to the faculty and myself during his college days.
Creating Guests for Life provides the sequence of Paul's positions and experiences in the Chicago area. After graduation, he started in an entry level position, rapidly advancing to increased professional responsibilities. Regardless of whether he served in hotels, private clubs, or restaurants, Paul's commitment is always to provide the best possible service to his guests/customers. He shares interesting examples of his guest service expectations and experiences. He has found and sincerely believes that positive guest experiences and quality products are the path to career success and satisfaction.
Paul's book is a recommended resource for students majoring in hospitality management. The book would be useful in an introductory or capstone course. It could also be used in conjunction with a work experience or as an internship assignment. I am pleased that Paul is sharing his interesting and successful career.
Thomas E. Walsh, PhD
*****
In this wonderful book, Paul Ruby shares guiding principles and simple, practical advice for anyone interested in Creating Guests for Life. He stresses the importance of setting high standards, obsessing over details, and keeping expectations crystal clear. In today's environment, where anyone can instantly share their positive or not-so-positive experiences with thousands of people, selecting, training and developing employees is fundamental to the success of any business. Enlightened business owners understand that employees are their key competitive advantage.
As a great boss, Paul possesses both humility and strength of will. I'm fortunate to have him as a friend. Take to heart the lessons that Paul teaches in this book. Ignore them at your peril.
Rene' Boer Author of "How to Be a Great Boss"
*****
Paul Ruby's career has been influenced by lessons learned in the hospitality industry. This book has great significance and lessons to teach business leaders whose primary focus is creating high client expectations. Many businesses, although not in the hospitality industry, have a goal like the one Paul set for his industry, Creating Guests for Life.
Most businesses today focus on capturing market share by providing a unique experience for customers. They want to "create customers for life." Many industry leaders are taught that customers may not remember exactly what you do for them, but they will remember how you made them feel. Paul teaches how to best focus on the customer. If customer satisfaction is a goal, Paul's insight helps focus on the process needed to achieve such customer success no matter what the industry.
This book explains the simple behavioral lessons needed to capture and keep customers returning to the business. I have traveled all over the world and stayed in many hotels. I can say that there are only a handful that have been able to create a culture that Paul describes in Creating Guests for Life.
Scott Lebin, RFC, CWS(R), has been working exclusively with high net worth individuals for thirty-three years. His experience as a planner and educator is sought after throughout the financial services industry. He has presented motivational seminars throughout the United States.
