How to play "chaos" combination boxing in the information age

--Best Oriental CEO Cho Yi

"Dot net" today a butterfly flapping its wings in Hangzhou could cause a storm in New York next month. This is the famous "Butterfly Effect" in chaos.

The phenomenon revealed by the "Butterfly Effect" is "sensitivity to initial conditions", that is, the subtle difference in input may quickly become a huge difference in output. In the information Age, the "butterfly Effect" has become more and more common reality. A trivial piece of gossip, through the Internet may quickly spread the world, so that a company to bring disaster, of course, this includes our hotel. Therefore, any hotel to be in an invincible position in the information age, we must pay attention to "chaos", trying to find the crisis from chaos, from chaos to find the direction from the chaos of management personnel, for the information Age tailored profit hotel.

Find a crisis from a small point

The information society is like a huge turbulence. In an age of complexity and mutation, hotels are increasingly being swayed by small and seemingly unimportant events. Any detail, it is possible to expand the problem beyond control, and the emergence of the network, so that information to achieve the most rapid delivery effect, bad things can be in the instant name spread thousands of miles. But the most worrying thing is that it is a common matter, but through the mouth of the people, after several coinage into notoriety. In particular, the hotel itself is a place full of stories, and the hotel management is in the limelight of public opinion, once the leader has any negative news, will pass through the rapid transmission of the network, and then return to the real world to play a role, even to bring a devastating blow to the hotel. For leaders, any action in public or even private can be the focus of attention, and the image of the hotel leader protection has become increasingly difficult.

Not only that, any small negligence of the hotel may be accompanied by the guest's online reviews, spread to everyone knows, this will make the hotel's brand image has been a huge blow, especially some just set up a brand of small hotels, such a blow will cause fatal harm to it, the overnight destruction is not absolutely impossible.

In fact, these are subject to the information age brought about by the "butterfly Effect" impact. "Butterfly Effect" makes brand security an important subject of enterprises in the information age. Through the "Butterfly Effect" of the occasional characteristics, we should pay more attention to and focus on the inevitability behind it, that is, the order behind the disorder.

So, in the information age, how do businesses avoid being sacrificed to the "butterfly effect"? We can see some clues from the experience of crisis management in some international hotels. For example, the Hilton in Chongqing in June this year, although the "yellow" was ordered to suspend business, but was quickly disposed of and reopened, although the impact on its reputation is still not small, but there is no doubt that it has kept the loss to a minimum. It is able to successfully deal with the crisis, first of all through the years of history to win the brand loyalty of customers, followed by their mature crisis coping strategies. It can be imagined that, if not handled in time, it is very likely that the crisis from a hotel closure to a brand credibility crisis, such a blow to an internationally renowned brand, is also fatal.

Therefore, the mature crisis management should not only have a set of coping mechanism, but also need to have quick reaction ability. Only in the first time to curb the "butterfly effect", it is possible to avoid the emergence of storm. And the "Butterfly effect" the most important revelation is that we must pay attention to the "initial conditions" of the discovery and containment, any small matter can not be taken lightly, in time of danger.

Finding direction from disorder

Information generated by the flood, not only easy to distinguish between true and false, but also easy to make people over the pursuit of information integrity. This brings trouble to the hotel's strategic decisions.

In the study of Herbert Simon's "bounded rationality" decision model, there is a famous analogy about ants: an ant crawls to the nest in the sand, knows the approximate direction of the nest, but the specific route is unpredictable, so it leaves a tortuous track. This illustrates the complexity of the coast and the limited view of the ants. Simon to the ants, that people's cognitive ability is also limited, in the complex environment, people can not make the best decision, and can only make the most satisfactory decision. Simon's "Bounded rationality" decision model is called "Chaos decision". This analogy to the hotel industry also applies, the nest can be likened to the hotel's strategic objectives, it is the direction of the hotel. But in this process, the information is changing all the time, and the route will change with the demand, it is very impractical to stick to the perfect route and complete information.

Since the route inevitably twists and turns, then, we have to always focus on the direction of decision-making, and the direction of what to decide? Customers, only customers can determine the direction of the hotel in the future. And this direction is erratic, depending on the customer's different personality, and some of his needs.

The potential needs of customers are sometimes subtle and difficult to figure out, for this reason, hotel management needs to introduce "chaos Customer management" concept. Because the customer needs and psychology, itself is a complex chaotic system, it is very changeable, it is difficult to determine the boundary, it has the inherent law, but also show extreme disorder. In order to meet the customer's "chaos" demand, nature needs "chaotic products", and this "chaotic product" is often mentioned in the "personalized service", which requires us to start from the small, discard some traditional service concept, in a deep level to explore customer demand.

However, there is one thing we must be comfortable with, it is no matter how the hotel efforts, the information age of consumers are difficult to retain, they have the right to use the network of information resources, to compare the selection, choose the best, so in today's era of information popularization, brand loyalty has become the hotel faces a huge challenge. And who can play "Chaos decision", "Chaos Customer Management", "Chaos product" and other these new "chaos strategy" combination boxing, who can become the brand loyalty maintenance Battle of the biggest winner.

Managing talents from Chaos

In the hotel industry, the talent problem has always been like a huge shadow over every hotel manager, lingering, and in the information age, this issue will be more prominent.

First, is the indifference of emotion.

Too much reliance on automation and network work has made employees increasingly isolated and apathetic. The gradual reduction of face-to-face communication between people, replaced by almost code-like command and execution, in addition to the advent of information technology has led to the control of managers, especially in hotels, monitoring equipment readily available, as long as you are willing to see the staff every move, But this makes the information and the original goal of the contrary, at the same time, staff on the hotel's loyalty can be imagined.

Secondly, it is the openness of information.

In the information technology to the hotel talent recruitment has brought convenience, but also let the hotel's outstanding talents become "shared". Maybe it's just the name of the core employee on the company's website, the core staff has been included in the search company's talent pool; perhaps some of the hotel's potential employees have posted an article on the web, becoming a competitor for the competition; perhaps other hotels have more public welfare benefits on the internet than their own hotels, Some employees have moved to their heart ...

The source of this series of problems is that the information gives people more choice. In the past, the hotel can select staff, and now it is the staff in the selection of hotels, and due to the scarcity of talented people, the hotel's choice has been less and more, on the contrary, the choice of employees is more and more, which in fact shows that the status of hotel and staff has undergone a subtle change

In the face of such a trend, to "control" the loss of talent through traditional management is clearly outdated, today's managers must throw out the word "control", the management repositioning. Shift the focus of management from behavior to mind. This is precisely in line with the nature of Chaos Control-the spirit of flying. This era is everyone is the creator of the era, the young people will undoubtedly become the hotel's leading force, but to retain talent is to meet the new human nature of the pursuit of freedom. Management is to give people freedom, it sounds a little bit of a devil, but it is the truth. Especially for hotel managers such "independent extremely strong knowledge worker" actually can only implement mind management. Their main consciousness is often beyond imagination, the most important is that their work is unable to monitor, so their management can only be a kind of self-management, this is the staff's trust and the internal requirements of work, but also the pursuit of modern management goals.

Although not "control" management, but leadership is necessary. In order to lead effectively, we must change the traditional way of leadership, abandon the traditional linear leadership view, that is, leadership is not dictatorship is the view of democracy. In fact, Paul Jesse, the founder of Situational leadership, has long pointed out that the notion that leaders are either democratic or authoritarian is very biased. Therefore, the leader of the information age must be a "chaos leader", the single way of leadership is unable to achieve the enterprise's goal.

This kind of leadership, between hotel owners and professional managers, can be said to be quite applicable. The contradiction between the hotel manager and the owner is not what happened yesterday, it has a long history, but it is very simple to summarize its reasons-"leadership" and "control", because they are too "good" in these two points, too "clear", and finally caused the contradiction. The so-called "Chaos Leader" to the popular speaking, in fact, and fish is the same truth. "Shuizhi", if an owner is always the use of information technology to provide monitoring means to restrict the manager's every move, then his management will not be able to carry out smoothly, but also in the staff would lose prestige, and heroes The result can only be to pack up and leave. Therefore, leaders must first transcend the technology and control their own desire, at the same time to have a leading concept, Master System and operational leadership tools to acquire a combination of leadership style "chaos leadership" ability.

In fact, as a hotel should also change the traditional concept of talent, otherwise can not adapt to this chaotic world. Admitting that the free flow of talented people is a normal thing, we can have an optimistic idea: today we lost a catering director, and maybe tomorrow there will be a general manager in our camp. Of course, on this basis, we should build our own solid core team, the so-called Iron battalion of the flow of soldiers, we can not guarantee our team, but must consolidate our core. In the past we always said that the first-class team to corporate culture, but now it seems to be far from enough, we have to put the culture to the faith, but as to how to build this belief, I think this will be the human resources sector is facing a serious challenge, but also the key to solve the hotel talent problem.