Hospitality Skills Toolkit

Standards are the framework on which you build your customer experience, provide customer satisfaction and ensure consistency in delivery; they shape what you do and how you do it.

“Well-designed standards are the foundation to performance and productivity as they underpin many of your operational and people processes.”

Well-designed standards can drive high performance by:

Describing what you want your customer experience to be.

Defining what your customers expect from you

Identifying the skills, knowledge and behaviours required by staff to deliver high performance

Setting staff expectations of each other and of their progression opportunities

Establishing a benchmark that can be used to inform performance measures for staff

Framing a high level of service that is consistent and exceeds needs and wants

To understand your priority areas for standards your starting point will need to be the information gathered from both customers and staff in relation to both service expectations and where you want to position yourself as a business. You will also need to establish, again using feedback from both staff and customers, on what your current position is. Any identified gaps between what you currently deliver and what is expected will provide the basis for your action plan.

Case Studies

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How could you apply it to your business?

Review what your customers say about you and see whether they highlight any areas for improvement.

Map the customer’s journey and identify what you could do to exceed your customer’s expectations. Then form an action plan to implement changes to the customer experience and your standards.


Standard: a level of quality or attainment, especially one that is accepted or considered normal by people.

Customer experience: everything the customer encounters, tangible and intangible. The practice of designing and reacting to customer interactions to meet or exceed and thus increase customer satisfaction, loyalty and advocacy

Customer journey: visually illustrates customers’ processes, needs, & perceptions throughout their interaction and relationship with an organisation

Touch points: all the communication, human and physical interactions with your customers experience during their relationship with your company

Managing expectations: to seek to prevent disappointment by establishing in advance what can realistically be achieved

Benchmark: a standard or point of reference against which things may be compared