Practically speaking, tour guides are the ones you hire, train, and then send off to take care of the day-to-day so that you (the Manager, the Entrepreneur, the C-Suite) can spend your time strategizing more long-term and large-scale.
At Urban Adventures I was tasked with making sure our team of 1000+ free-lance tour guides were giving tours of excellent quality consistent with our brand. I realized that to do this, we had to get guides to love our brand. To do that, we had to look at what we were offering them of value that they wouldn’t get elsewhere.
It’s important to remember that tour guides are often the only employees that your customer interacts with, and so, often become THE representation of your entire brand. Shouldn’t that then make them top priority?
I’m proposing that, by focusing on giving value to tour guides, you can increase performance results, innovation, and customer satisfaction/retention (not to mention, decrease costly employee turnover). This fits into the larger theory of the triple bottom line framework for a business’s long-term success (profit, people & planet).
In this article, I’ll expand upon why you need to offer value to your tour guides and offer 3 steps to determine what that value is (spoiler- I’m not only talking about paying them more than your competitor, as that’s not always an option).