Mall Operator Westfield Emulates Luxury Hotels for New Service Style – Skift

Could a shopping mall possibly offer service as comprehensive and accommodating as a luxury hotel?

One of the world’s largest mall operators Westfield Corp. intends to do just that with the introduction of its new customer training program “Service with Style.” The program was informed by top hotels and luxury resorts and aims to give employees the tools to interact with shopper at 33 U.S. shopping centers in a new way.

All front of house employees from brand ambassadors and center management representatives to security officers and valet attendants will go through training. Staff will go through a two-to-three month training program and work with a dedicated style coach that will be permanently based at each Westfield property.

Several hundred employees have already gone through the course and roll-out will continue in coming weeks.

The program was designed throughout the past 18 months in partnership with LRA by Deloitte and SGE International, which have helped design guest experience programs for luxury brands including Ritz-Carlton, St Regis, Waldorf Astoria New York, and W Hotels. In addition to the course, each property will also have a “style coach” on-hand to oversee the training.

“One of the things that we’ve been talking about for some time is we definitely feel that hospitality and a luxury level of customer service is really something that we want to use to differentiate ourselves as an organization and create memorable experiences,” said Jeff Adams, Westfield vice president of guest services told WWD.

“Really, the goal was to create a program that would put tools and resources and context in general of how to take care of our guests and retailers as they would expect to get at a luxury hotel.”

The training module is based on five core service. After the training, employees are expected to be able to deliver a 30-second elevator pitch about “Who is Westfield?,” demonstrate procedures related to Security and Housekeeping,…

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