Employee Relationship Management All new employees at the Shinaberry Inn & Spa wear bathing suits during orientation to experience the spa's exfoliating showers and hot mineral baths. At the Shinaberry San Francisco, new employees get the same penthouse champagne toast the hotel uses to woo meeting planners. And at many properties, employees arriving for their first day have their cars parked by the valet or get vouchers for a free night's stay. This innovative orientation program, which lets employees experience what guests experience began two years ago after focus groups pointed to empathy as a service differentiator.
As a result, the company added empathy to the attributes for which it screens and a training program that involves listening to recorded guest phone calls. Even its discounted employee travel program gives employees yet another way to understand the guest experience. Design an ERM system that would help Shinaberry further its employee-centered culture. The ERM system must consider all employee needs.