Insight

The new age concierge

The spirit in which the job is performed differentiates the superlative concierge from the chaff. Holly Stiel, partner with Stiel Media, recently conducted the 'Ultimate Concierge Programme' for all ITC Hotels. She tells Express Hospitality what it takes to surpass the rest.

Exercising creativity, ingenuity and efficiency to fulfill customer requests are job requirements that are nurtured and honed in the hospitality industry. The attitudes and skills that make a successful concierge are applicable to many service-oriented jobs - from administrative assistant to security guard, ticket-counter clerk to telephone service representative.

Holly Stiel, partner, Stiel Media, with a quarter-of-a-century long experience backing her, feels that even in India, the profession is being recognised for what it's worth: a priceless sum. "The concierge is the voice of the guest. From the visitor's point of view, a concierge is an important aspect of their visit. If the hotel has a good concierge, the service and experience of the guest will be enhanced," she points out. And how does this benefit the hotel? By building a loyal base of customers. "It's all about personal relationships," she says.

The 5-star concierge

The Ultimate Concierge Programme, developed over a period of six months, addressed ITC group's needs by customising everything. "In totality, customising a programme for any hotel is a collaborative effort. Adopting concierge traits such as listening, seeing how the concierge can be most effective, looking at hotel operations are some of the factors to consider," she adds. The role of a concierge in a five-star property is to take care of the needs of the guest with respect to concierge-related demands, be it one-stop shopping or something creative like a gift to propose to their loved one, or even something mundane such as locating a taxi stand, she explains. "India is certainly the best in the world of warm hospitality," she adds. Any additional effort would be the cherry on an already-iced cake.

Concierge as a career

Ultimately, it is the spirit in which the job is performed that makes the difference. This unique and motivational approach offers multiple benefits, from creating more harmony and teamwork among co-workers to the priceless concept of doing less while accomplishing more - all while delivering the ultimate customer service. "A concierge should be organised, a multi-tasker, a creative and a quick thinker who can make split second decisions, someone who can prioritise, is confident, friendly and likeable, with a lot of contacts," she says, "and also, curious and competent."

This erstwhile male-dominated profession is seeing a shift, she says. "Today in the US, there is almost a 50:50 male-female ratio in the profession. It is a fantastic career opportunity for women, as they are inherently better at multi-tasking," she says with a twinkle in her eye. Ultimately, a concierge is a profession and not a job, she opines. "People who enter the profession and are not looking for a career path are mistaken. A good concierge can do anything, even manage a hotel. It is a career in itself," she believes. "People need to value these skills. It is not just anyone who can do this job, and it is not an average person's job," Stiel adds. A mediocre concierge can very well ruin the guest experience, and she points out that unfortunately in India, not all places give the concierge the recognition they deserve.

Tomorrow's concierge

So, will tomorrow's concierge be a virtual one? Stiel feels that software does, and will continue to, play an important role. "Today, computers and the internet are indispensable. Software is available to handle many tasks these days," she says.

Besides, concierges find a place not only in the hospitality business. Other businesses are adopting the concept as well. She says, "Today, there are about 10 different types of concierges, and this number is growing. There are all kinds of concierge services - be it a corporate concierge, an apartment concierge, a hotel concierge, it will become more coveted with the breadth of opportunities available, because "even though it is not a highly paid job, it is a very gratifying one".