November 2003, V. 5, No. 4

"The Art & Science of Organizational Change Management&

New Clients

LRA Senior Management Addition

Spotlight on Customer Loyalty:
The Art & Science of Organizational Change Management
Overcoming Obstacles to Successful Implementation
By Larry Serviolo

In its simplest and most powerful form, Organizational Change Management is the human side of project management. Harvard professor John Kotter cites several factors that cause corporate transformation projects to fail and virtually all of them are on the human, or "soft" side.

These factors include inadequate executive support, lack of a coherent vision, under-communication and cultural issues. Usually people are comfortable with their current jobs. When a change initiative is implemented, people don't know how the end results will affect them. This breeds insecurity and resistance to change.

Which begs the question, "How can change initiatives be implemented successfully?" The first step before plunging into a new program is to assess how prepared the organization is for change. This "Readiness Assessment" involves answering a number of key questions, including:

The answers to these questions will give a clear indication of whether an organization will be successful at implementing change. Rob Rush, LRA Worldwide's CEO, believes that Organizational Change Management should be a part of any new major corporate initiative. LRA specializes in performance improvement and measurement solutions to the hospitality, gaming, sports & entertainment, travel and transportation industries. Its overall objectives are to help companies eliminate performance gaps, engineer exceptional customer experiences and enhance customer satisfaction and retention.

According to Mr. Rush, "If an organization is not ready to embrace LRA's solutions, the tools are only marginally effective in moving a company towards its stated goals. LRA highly recommends Organizational Change Management consulting to its clients. As one client put it, 'soft is hard', but the effort to address the human side of change is well worth it!"

Larry Serviolo is Director of Change Management at LRA Worldwide.

For further information about the benefits of Organizational Change Management, please contact Debra Andrews at dandrews@lraworldwide.com.

LRA News:
New Clients

LRA is pleased to announce the following additions to its growing portfolio of clients:

Signature Flight Support Selects LRA Worldwide for
Customer Satisfaction Measurement Solution

Signature Flight Support, the world's leading flight support organization and distribution network for business services, today announced that it has retained LRA Worldwide to measure customer satisfaction for Signature Flight Support's global fixed base operations organization. The selection of LRA Worldwide reconfirms Signature's commitment to setting the standard for the industry's best customer service practices.

For more information on Signature Flight Support, Click Here.

'Guests Don't Lie' Is Theme of New InterContinental Hotels Group Quality Initiative
New Hotel Performance Program Puts Guest Opinions First

Who should carry the most weight in rating a hotel stay? Why, the guest of course. That belief is at the core of a new quality assessment program recently introduced in the Americas by the world's most global hotel company, InterContinental Hotels Group [LON: IHG, NYSE: IHG (ADRs)], and jointly conceived and developed with IHG by LRA Worldwide.

For more information on InterContinental Hotels Group, Click Here.

Primm Valley Resorts Doesn't Leave its Future to Chance
Southern Nevada Gaming Company Partners with LRA Worldwide to Drive Exceptional Customer Experiences

Primm Valley Resorts, a wholly-owned subsidiary of MGM Mirage, confirmed today its commitment to delivering exceptional customer experiences through announcing a recently-formed partnership with LRA Worldwide. As a strategic partner, LRA Worldwide will measure satisfaction and loyalty among Primm's Players Choice Members and other customers and identify the aspects of their experience that are most important in driving loyalty and retention.

For more information on Primm Valley Resorts, Click Here.

Interstate Hotels & Resorts and LRA Worldwide Partner on New Brand and Quality Initiative
New Program to Be Called IQP, with Keen Focus on Consistency and Execution

Interstate Hotels & Resorts (NYSE:IHR), the nation's largest independent hotel management company, today announced that it has entered into a partnership with LRA Worldwide to design and implement a company-wide brand and quality assurance initiative.

For more information on Interstate Hotels & Resorts, Click Here.

ARAMARK Harrison Lodging Selects LRA Worldwide to Provide a Global Brand Performance and Customer Loyalty Solution
Conference and Meeting Center Leader Committed to Product and Service Expertise and Innovation

ARAMARK Harrison Lodging, the leading global operator of conference and collegiate hospitality management, has retained LRA Worldwide to design, implement and administer an innovative Global Performance System for the company.

For more information on ARAMARK Harrison Lodging, Click Here.

Senior Management Addition

LRA Worldwide has announced that Bush Bell has joined the company as a Vice President. In his new position, Mr. Bell joins a team of acclaimed experts in the design and implementation of processes and systems for measuring and enhancing product/service quality, customer service, and building and retaining customer loyalty. Mr. Bell's extensive experience and knowledge of the lodging industry will fortify LRA's capabilities for adding value to lodging, gaming and leisure-sector clients around the world.

For more information on Bush Bell, Click Here.  If you have questions , please contact Debra Andrews at dandrews@lraworldwide.com.

About LRA Worldwide

LRA Worldwide provides performance measurement services and performance improvement solutions to the hospitality, gaming, sports and entertainment, travel and transportation industries. The Company's proprietary business solution combines proven market research methods, sector-based operations expertise and change management techniques to help companies and brands eliminate performance gaps, engineer exceptional customer experiences and enhance customer satisfaction and retention. Consulting services focus on performance assessment, knowledge management and change management/implementation. Measurement services include customer satisfaction research, employee engagement and quality assurance services. For further information, please contact:

Contact: Ms. Debra Andrews
Tel: +1.215.957.1999, ext. 26
Fax: +1.215.957.6570
E-mail: dandrews@lraworldwide.com

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