19/05/2010

Lecturer number 1 in the U.S. will hold seminars for business people of Buryatia

From 24 to June 26, 2010 in Ulan-Ude in the White House held the scientific-practical conference "Quality - the basis of competitiveness", which has international status. As part of this conference will be held workshops led by Milton Garrett, an accredited trainer and consultant for the U.S. administration for small businesses, President of Garrett Group International (formerly Garrett Resources Group).

The main workshop topics: introduction to the latest models to address competitiveness and sustainable development of modern health care companies and pharmacy, industry, construction, education, IT-industry, hospitality industry, to develop new methods of optimizing the overall project management and the search for methods to improve efficiency and effectiveness of the organization's management in crisis conditions, and analysis tools of strategic management and motivational policies that increase the business potential of the company.

/ Help "IP": Milton Garrett - Professor of Economics, University of New Mexico, USA, Chairman of the Award ZIA - the main prize, the State of New Mexico in the field of management and quality management. Awarded national awards for the quality of teaching, each year provides more than 200 lectures. Recognized as a lecturer in the U.S. number 1. Consultant and coach for executives of leading companies in the U.S., Europe, Russia, Mexico, Australia, China and Indonesia, the U.S. federal agencies and employees of the state apparatus the United States. Many companies that are advised by Dr. Garrett, reached leading positions in their industries. Awarded "for services to humanity." Honorary member of the World Council for Quality (World Quality Council), the National Association of Lecturers U.S. (Rotary International) /.

Milton Garrett has agreed to give an exclusive interview with "entrepreneur."

"IP": How long have you worked to increase the quality in the hospitality industry?

MG: Since 1978, when the invitation, I began working with one of the famous hotel network Marriott. My first client was the Marriott Hotel in Albuquerque, New Mexico. Then I worked for quite some time with them as a "mystery guest".

"IP": Why did you choose this direction?

MG: It's not that I chose this direction, it would be more correct to say that it chose me. Especially in Russia. Why not? Yes, because I travel a lot in Russia and only live in hotels. My suitcase - this is my house, and hotels - this is my haven. I've also been in the role of "mysterious visitor" in Russian hotels and restaurants. And then many hotels and restaurants throughout Russia became my clients.

"IP": How would you rate the quality of service in Russia now?

MG: Since I started in 2001 for a long time to come to Russia in this sector as hotel and restaurant business, I see a great change for the better, but, unfortunately, not everywhere yet. But if we talk about the banking sector, retail trade, especially those companies that sell low-cost products, there is a difference I do not see. Service still leaves a feeling that you're scared annoy staff with a visit. In my opinion, the quality of customer service - this is the last frontier, which is still divides Russia and the West.

"IP": In the framework of the II International Conference on Quality, held in Buryatia in June this year, what questions do you plan to review the section on "Quality in the hospitality industry?"

MG: Depending on how much time I'll, I'll talk about the factors that distinguish the company from its competitors and is based on what the company's profitability. And again, give an example of Marriott: «Anyone can buy a comfortable bed, nice tables and serve a delicious meal to cook. Any restaurant may look clean and beautiful, but that will differentiate us from others is how we deal with customers. " And I'm not just talking about the external customer. It is very important, as companies turn to the domestic customer. Look at how the company treats employees, and see attitude towards customers. This is a mirror image.

We need to ensure customer satisfaction is not as satisfied customer will not talk about their experiences, we want satisfied, happy customer, who will talk about us all. And it needs to turn the organization's structure on its head.

"IP": You are a member of the expert committee for the award of the National Award for the effective management of quality to them. M. Baldrige in the State of New Mexico. Please tell me how long this contest is held and what are its results?

MG: This award was first awarded in 1987. And I went into commission in 1990. Once the award was awarded to the municipality. The taxpayers themselves have initiated a tax increase, and the citizens of the city was unanimously called for wage increases city officials by 85%. I myself was present at the vote. Surprisingly, the quality of life in this city really deserves these awards.

"IP": Government of the Republic of Buryatia initiated a competition for prizes of the Government of the Republic of Buryatia in the field of quality since 2011. Model of the Buryat award is based on the model EFQM. What do you think will help the implementation of this project is to improve the quality of management of the Buryat companies?

MG: There is no doubt. And I support this idea, as supported the idea of ​​an international movement for quality in May of 2003, when I first started working with the Government of the Republic of Buryatia.

"IP": The Republic of Buryatia is currently active processes going on the development of tourist and recreational complex, in particular, the project of tourist-recreational special economic zone "Baikal". How do you think should be done in the first place to attract more tourists? Is it constructive?

MG: This question is more for marketing. What will again and again to attract tourists, once visited, which will make them talk about their trip to friends and acquaintances - a high quality service above all. Any time of his stay on your land shall be marked for him by some new and pleasant impression and experience.

I have not been to Lake Baikal, so every thing I can base my statements are my memories, photos, and stories that I told the tourists. In my opinion, there are two important factors, although once again make a reservation, I could be wrong: 1). Need to clean up the territory of camping. After a rest vandalism they remain buried amid the rubbish. 2) Employees who work in these places, you need to teach, learn and teach. And it all begins with leadership.

Dr. Deming, an internationally recognized quality guru, said that 94% of the problems lie in the organization of the system and there are only 6% of the fault of the people. And who is responsible for the system? Managers. Who can change the system? Managers. Employees can not do anything until they do not allow the rules and yet they do not teach this. The main thing - not to find blame, the main thing - to change the system. Management - is the main element of this issue. You can spend a lot of money advertising the Lake Baikal, but come people do not like him, he will tell you about it, and all the money in the trash can get. And come back to what I said: "We want happy customers, which makes us advertising."

"IP": For the Buryat companies today is the urgent task of increasing the share of its products in the local market and access to inter-regional markets. Do you think you need to do to successfully accomplish the task?

MG: What advice? I'm not a guru or a sage, I'm just a teacher. I can only say one thing - the spirit of entrepreneurship lies in the following sentence: "Break, do look for mistakes and do it again." It all starts with a good business plan, then it must perform and see what happens.

'IP': What do you think is most important to make your company different from competitors?

MG: Again, going back to the stories that tell customers about you. If you want to know what customers think about you, find out what stories about you go. According to statistics from 100% of dissatisfied customers, only 4% will come to complain. These are the 4% that will help you make your business better. They are more valuable to you than those who are satisfied with everything. We need to find those dissatisfied with their help to make our business is legendary.

"IP": We know that since 2004 you are a partner of autonomous non-profit organization "International management, quality certification" (Tomsk). How would you rate your interaction?

MG: What can I say? I will say that sometimes a small group of people can do a lot to make life brighter. Their efforts have led and continue to implement projects that lead to the improvement of management systems in many sectors, including the government, which in turn leads to improved quality of life for all of us.

"IP": There is a program of socio-economic development of Belarus up to 2017. Under this program, Buryatia must take each year 2 million tourists a year. Is it real?

MG: Yes, and emphatically so. I think those who make up this program, realize that the time to make money on oil finish. According to the experts, the most used 800 wells around the world more empty than full. And the current economic crisis may seem a trifle compared with the impending energy crisis. Maybe Russia in this matter and in a better position, but it's not forever. Therefore, two million tourists - a real account, unless, of course, does not frighten advertising, followed by the quality and service.

"IP": Buryatia is still at the stage of development of tourist and recreational zones, hotels are not built, are not equipped with recreational facilities, ie lakeside areas are pristine nature. What do you think is not it better to leave priority to the direction of "ecotourism".

MG: Yes Lake Baikal - is an attractive place. When I was in America, asked about Russia, the obligatory question: "Where were you there? At Lake Baikal, traveled? ". For Americans, it is well-known place, and even something like a world heritage site, including environmental. Another thing is that there will be enough just to attract tourists from all over the world ... I do not know.

"IP": In this regard, whether or not to take a lot of people? And if you do focus on quality rather than quantity, for example, to attract more paying visitors for long periods?

MG: But this issue is better addressed to experts who can conduct research and provide an answer. I guess I can not answer, but thanks for asking.

"IP": The main trend - "Baikal", but Lake Baikal - the lake, usually to the tourism bodies of water associated with the beach season. Make it a productive and advertising to attract tourists during the summer is not difficult. Given that winter in Siberia lasts almost six months, how to use this time?

MG: I live in the same place - a nature reserve in the mountains attracts a huge number of tourists in summer and winter is almost extinct. We also ask ourselves such questions, but have not yet found a clear answer.

'IP': Is it possible to arrange a cost-effective winter tourism in Buryatia (Ethno, winter sports: ice fishing, ski resorts, lake photo shoot)? What should be done to ensure that our ideas are relevant and resonated with global trends?

MG: Will it be profitable and actually ... I can only say that the basic idea of ​​Russian business is contained in one phrase: "Think, try, do, see and remade." There is no exact answer to how best to proceed. And if someone gives you a definite answer - listen ... but skeptical.

"IP": Buryatia is located on the border with Mongolia, our peoples have much in common in the culture, traditions, linguistics, worldwide there is a huge interest in Mongolia as a power. In July 2010, in the Ulan-Ude, the Convention will be held session of the Mongols. How can we use this event to attract tourists to Buryatia?

MG: You must use all media: TV, radio and Internet resources. Distribute brochures on airplanes and trains. Bring free travel agents - see it and let them tell their customers. This must be done now, while potential customers form a budget vacation and decide how to use them. Then it will be too late.

"IP": How to fit a small travel agency in the international market?

MG: Begin with clean toilets. We need clean streets, high speed Internet access in hotels, bars and restaurants. You must be willing to provide it for free. And, of course, trained, trained, trained personnel. Personnel who have the authority to say to the client "yes", but not limited to hand and foot, stupid rules. That will create a legend.

"IP": How to promote?

MG: Start with the traditional marketing tools, but do not forget that the best advertising can ruin the disgruntled customer stories, so one more time training and credentials that allow people to "front line" to surprise and amaze clients with their "Ale-op!".

"IP": We have a Baikal nature attractions. How to cook inns and an influx of tourists?

MG: As I said, you need to study and less restrictive rules. More toilets are needed in which the smell of fresh, clean streets and a million more important details.

"IP": What to pay close attention: control, maintenance, personnel attributes, the increase in number of rooms?

MG: Management! Throughout always blame management. Nothing will happen unless the system works. Because 94% of all problems is due to systems not regulated business processes, and only 6% of the fault of individuals. So first of all think about the wise management.

"IP": Should arrange hotels in ethnic style and stick to common European standards?

MG: On this question, too, will respond better to the experts in this matter. I just want to say that it looks like institution that influences customer satisfaction by only 7%. Interior can be surprising, but only the first time. And that's what people really appreciate, because it is an individual approach in solving the problems of sympathy, compassion.

"IP": It is easier to develop tourism at the expense of large corporations or active for small and medium-sized businesses?

MG: If you look at those international networks that operate at other resorts in the world, I can say that small and medium-sized businesses can not develop this area as quickly as we would like.

"IP": What are the most effective forms of support for these areas is in other countries?

MG: The beneficial for the development of laws and taxation. Low-interest loans, assistance from the state - in short, a business incubator.

Source: Info-Policy