CERTIFICATE OF PARTICIPATION #115220708EG006
This certificate confirms successful completion Goncharova Catherine two-day master training for employees of the quality control and internal audit service of Mriya Resort & SPA "INTERNAL AUDIT. TECHNOLOGIES FOR CONTINUOUS IMPROVEMENT OF THE SYSTEM» 7-8 July 2022
Speaker - Irina Khomutova, Managing Partner, Khomutova & Partners
|MISSION AND VALUE OF THE INTERNAL AUDITOR|
|— The critical role of internal audit and why is it not enough to have quality standards?|
— Mission, goals and objectives of the internal auditors service in the process of transforming the client experience of Mriya Resort & SPA guests and introducing the philosophy of perfect hospitality.
— The author's methodology for transforming customer experience and conducting internal FMG-MAST audits. The concept of "ideal expectations" of the client-guest-patient of the resort.
How does customer service influence purchasing behavior? Practical examples of a multiple increase in sales after eliminating internal failures.
— The cost of guest loyalty and business reputational risks. Examples of more than 20% increase in return on assets through the transformation of customer experience.
— Increasing the average check and increasing the percentage of repeat customers. An example of end-to-end transformation of the personalized service and communications system with a 37% increase in sales.
— Where do we lose money and what annoys paying customers. Practical cases demonstrating the ulterior motives and criteria for selecting an award guest that the internal auditor should be aware of. Business cases showcasing success and failure stories.
— The author's technique in action. Cases of successful implementation of standards and an internal quality control system, demonstrating a 2-fold increase in the customer loyalty index and an increase in employee productivity by 120%.
|PREMIUM RESORT GUEST VALUES|
|- Working as an internal auditor means working with the "human factor". We learn to see and anticipate system errors, to listen and hear, to see non-obvious motives that determine the incentives, state and actions of colleagues and clients.|
— All about 3 types of consumers and 8 brain stimuli. Neurophysiology and the trinity of the brain. Why and how decisions are made by premium guests from the point of view of cognitive psychology.
— Archetypal guest models, empathic mapping and insights. Behavioral schemes of Mriya Resort & SPA client: patient, hotel and restaurant guest, SPA client, tourist, business event participant, etc.
— Criteria and values of the guest: what quality does he expect from Mriya Resort & SPA at all points of contact. Case studies demonstrating a 70% increase in spontaneous sales by providing high quality service and meeting guest expectations after internal failures are eliminated. Working as an internal auditor means working with the “human factor”. We learn to see and anticipate system errors, to listen and hear, to see non-obvious motives that determine the incentives, state and actions of colleagues and clients.
|AUDITOR'S PREDICATIVE EMPATHY|
|— Development of the auditor's predictive empathy through understanding the deep motives of Mriya Resort & SPA guests and training adaptive decision-making for continuous improvement of service and communications.|
- Drawing up an intellectual map of the guest. Development of standard criteria for selecting guests to form an understanding of their "ideal expectations" in relation to Mriya Resort & SPA.
|CJM AND CONTINUOUS IMPROVEMENT PRINCIPLES|
|— Basic principles for building continuous improvement of service, service and communications with the guest. CLV and customer loyalty loop.|
— 14 audit principles and main categories: long-term philosophy, the right process produces the right results, the value of the organization, the development of the system and people, continuous learning of the system, continuous solution of fundamental problems and improvement of the system.
— Customer Journey Map – principles of its construction, examples and ways to improve. How to use CJM in the process of transforming the customer experience. Business cases demonstrating the effectiveness of internal audit built on CJM. Examples of conversion growth, sales depth and average check based on the implemented CJM.
— Human factor: analysis of cases and typical examples of system failures, taking into account regional personnel specifics. Typical Hospitality and Spa Business Mistakes Every Auditor Should Be Aware of.
— Echo chamber danger. Internal audit is the last resort to protect the interests and satisfaction of the guest.
|PRINCIPLES FOR BUILDING AN EFFECTIVE AUDIT|
|— Internal audit program. Carrying out procedures for collecting, systematizing, documenting, analyzing and evaluating information about the state of the internal audit object.|
— Application of procedures for generating auditor's conclusions. Formation of audit results: requirements, content, structure.
— Monitoring the implementation of issued recommendations. Working documentation of internal audit.
– 5S Visual Inspection System – no problem should go unnoticed. Criteria for evaluating the effectiveness of the internal audit service.
— Implementation of a system of checkpoints and corrective actions. Building Effective 360º Feedback Processes: Practical Techniques That Work.
- How to use NPS and ENPS. How to make the right questionnaires for timely receipt of objective feedback, subject to an attempt to hide internal motives and failures.
— Issues of ensuring the quality of work of the internal audit service. Development of a program to guarantee and improve the quality of internal audit.
— Internal and external evaluations of the activities of the internal audit service.
|— Risk-based approach. Internal audit processes. Ways to identify and assess risks.|
— Formation of a risk map. Converting risks into an audit program.
- MCVA 2120 "Risk Management" on the tasks of internal auditors in risk management.
— Key elements of the COSO model: control environment, risk assessment, controls, information and communication, monitoring.
— Principles of activity of the internal audit service in the system of general control and risk management. Auditor's control zones in the corporate management system of the resort.
— Practice of regulation of internal audit and international professional standards.
— Project activities in internal audit. Zones of control.
— Skills and technologies of the auditor, allowing you to see all the weaknesses hidden from the eyes of specialists from other hotel services. How to avoid blurry vision and making mistakes.
— Audit evidence and how to obtain it. Definition and composition of audit evidence, their sufficiency, appropriate nature, reliability.
— Auditor's sample. The concept of sampling. Optimal selection of elements for testing: options for action. Construction and size of the sample. sampling methods. The nature and cause of errors. extrapolation of errors.
— Documentation of sampling results. Methodology and methods of conducting audits.
– Inspection, inquiry, observation, confirmation, photo protocol, interrogation, examination, etc.
|BUILDING A RISK MAP|
|Key skills of internal auditors are risk forecasting, effective internal audit planning and prioritization. In the context of the development of an internal audit object and its branched infrastructure, the technology of scheduling work and determining the parameters of a sample of objects is critical.|
|TEAM FOCUS ON SYSTEM IMPROVEMENT|
|— 4 modules of the process of overcoming resistance to change and developing the potential of the team.|
- Five fundamental points why the team does not support the initiatives of internal auditors to modernize the system. Determining team incentives.
— Road map: ways to achieve your goals. We are not looking for reasons why “no”. We work on tasks, find solutions and ways of implementation.
- Mental barriers of the team that affect the construction of open communications within the system and the effective achievement of common goals. Confident, expert, professionally oriented and friendly communications are an algorithm for building the right interaction between auditors and employees in various situations, from identifying violations to resolving controversial issues.
— How to correct the behavior of colleagues and stimulate their improvement. Etiquette in communication with the team. Dexterity in solving complex issues.
— How to achieve positive changes from the team and implementation of the recommendations of the internal audit service. Personal motivation of employees and company values.
— Open dialogue and building trust in the team. How to constructively adjust the actions of a colleague to achieve common goals without causing resistance and without hurting his feelings.
- Psycho-self-regulation. Work with own objections and personal motivation of internal auditors. Protection from burnout and disappointment in your own competencies.