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November 3, 2022 • 4 min read

HOSPITALITY

Arrow Labs

Company

Located on Dubai’s new Bluewaters Island and set to the backdrop of the Arabian Sea, Cove Beach at Caesars Palace is a luxury seafront locale consisting of a Mediterranean restaurant, a lounge bar, three beautiful turquoise pools and a stretch of idyllic golden sand beach fitted with over 120 sunbeds.

Patrons include jet setters, influencers, celebrities, athletes, and locals alike, who frequent the beach, pool, and restaurant on a regular basis.

The concept has been so successful that Cove Beach since its inception in late 2018 has enjoyed enormous footfall even during Dubai’s low tourist season and is currently gearing up to open its second location in late 2020 in Abu Dhabi.

Challenge
With the popularity that came with the opening of Cove Beach, the staff despite being well-trained and hands-on were starting to struggle with maintaining the top-notch standards they had once set and were now expected of them.

Adherence To Service Levels
On a busy day, the hospitality team would cover the expansive area of the facility (approx. 9,000 sq. m.) to serve guests across the beach, pool, restaurant, and lounge.

A typical service interaction looked something like this: the staff would take the order from the guest in one of the three spots, hurry back to the till to punch it in, come back to check in on the guest, go back to the pass to pick up the order, and finally, run it to the guest.

This was not considering the interruption that occurred due to other guests needing help, walkie-talkies not working as intended, the service slowing down due to other external factors, or the grueling 45-degree Celsius weather in which they had to operate.

With clear guidelines from managers on the importance of exceptional guest service and response times, something had to change to achieve such a goal.

Complex Duty Scheduling
With the four-in-one locale (pool, peach, lounge, and restaurant) that made up Cove Beach’s round-the-clock operation, scheduling staff across different venues and running rotations became too daunting a task for the managers. Due to working on spreadsheets, scheduling took days to structure, while tracking attendance, vacation, sick leaves, and duty location manually, on top of the added pressure of managing last-minute changes.

The current approach was unsustainable if Cove Beach were to ensure exceptional service levels.

Maintaining Customer Service Standard
Nonetheless, the managers understood no number of bells and whistles could replace the intangible element of fantastic service, tailored for each of their guests, and therefore knew with them falling behind on this aspect, it was time to refocus.

The profile and caliber of the guests visiting Cove Beach required the organization to think out of the box in terms of providing outstanding customer service so that every guest became a repeat customer. Way of achieving this, everything from high-quality amenities, five-star dining and premium events were put in place.

Solution
The work of Arrow Labs began with a deep dive into Cove Beach’s processes.

Following discussions with the managers, it was apparent that covering the expanse of the beach club was not necessarily the problem, rather it was their lack of tools to do so in a diligent and efficient manner. It was important to minimize unnecessary trips, increase the availability of the staff to the guests, as well as ensure shifts went smoothly so the team was motivated and happy. Additionally, the valuable time of the managers needed to be freed up, so they could tend to important matters that their expertise was truly required. Lastly, enhancement and personalization of customer service needed to take effect, in order to retain their loyal clientele.

Keeping these aspects in mind, the Arrow Labs team deployed the MIMS technology via MIMS Watches and MIMS Buttons, activating the modules of Tasks, Messaging, and Duty. Fast forward to now, the combined use of the MIMS Watches and MIMS Buttons has been hugely beneficial for Cove Beach due to the connectivity and integration it has offered in keeping staff connected to the guests, as well as to each other.

Automated Task Execution And Staff Assignment
When a guest presses the MIMS Button to place an order, be it a drink, towel or to settle the bill, the right staff is alerted via their MIMS Watch through the AI-powered MIMS Recommendation Engine, allowing for a highly skilled and personalized interaction with the guest.

The MIMS Platform also alerts the management if any task is unattended for a specific period of time, which they are then able to create and dispatch to the appropriate team. The module also allows notes and checklists, meaning the recipient can get detailed information about an order and ensure the standards and expectations are met, eliminating all guesswork.

Closed-Loop Real-Time Communication
The deployed MIMS Messaging module allows for effective team communication through text and voice notes between the MIMS Watch and MIMS App, supported by photos, videos, documents, and location details. Even better, the managers now have access to an auditable trail of instructions and reports, as well as confirmations when important messages are read.

AI-Powered Duty Scheduling
With MIMS Duty, the managers are able to assign shifts daily, weekly, or monthly, monitor attendance, and automatically calculate the working hours of employees, with minimal time and involvement from them. As an added bonus, with staff self-check-in and check-out available via the MIMS Watch, they have clear insight into who is on duty, and who is late, as well as their break times, thus providing them the opportunity to optimize service even further.

Last but not least, by encouraging staff to embrace and adapt to MIMS, the team at Cove Beach are now part of a highly productive work culture, with the business booming and the team gaining value to this day, in more ways than imagined.

According to Adel Ghazzawi, Co-Founder and Co-Owner of Cove Beach, “Arrow Labs technology is transforming our operations. Our guests expect the best customer service, and our partnership with Arrow Labs guarantees this. It will be core to our continued success.”

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