Some projects leave measurable outcomes. Others leave lasting trust.

After a series of intensive, immersive, and meaningful on-site engagements, Lead-UP Academy has officially completed Phase 2 of the project “Service Quality Enhancement Consulting (Creating Customer Experience – Spreading the Beauty of Hoi An)” for the hospitality system under Hoi An Tourism – Service Joint Stock Company.

This marks an important milestone in our journey of partnering with the organization to strengthen operational capability, develop management teams, and progressively build exceptional service experiences that reflect the distinctive identity of Hoi An.

Partnering to Understand Operations More Deeply – Not Auditing, Not Taking Over

As an independent consulting and strategic advisory partner, Lead-UP Academy implemented the program based on the following principles: Field Observation – Open Dialogue – Development Coaching – Solution Facilitation – Execution Partnership

Phase 2 focused on assessing and developing the capabilities of middle management teams through real operational scenarios, simulation of field pressure, and evaluation of cross-functional collaboration, service mindset, decision-making capability, and customer experience management.

The project team directly involved in this phase included:

• Mr. Pham To Hoai – Founder of Lead-UP Academy (Lead Consultant of the Project)
• Ms. Dao Phuong Anh – Project Assistant

With extensive practical experience in service operations, training, and customer experience management, the consulting team deliberately chose an approach that did not begin with theories or reports, but rather with real situations – real pressure – real behaviors – and real solutions.

One-on-One Coaching to Unlock Management Potential

One of the highlights of Phase 2 was the implementation of a 1–1 Coaching & Mentoring approach for the management team.

Rather than focusing solely on evaluating outcomes, the consulting team worked closely with each manager to:

• Gain deeper awareness of individual strengths and operational advantages;
• Identify capability gaps that may limit management effectiveness;
• Strengthen leadership thinking and cross-functional coordination;
• Enhance decision-making and problem-solving under operational pressure;
• Transform short-term reactions into sustainable operational capability.

These coaching conversations did not seek answers to the question of “right or wrong.”

Instead, they explored deeper and more strategic questions:

• How can the system operate better?
• How can customers truly feel the difference?
• How can teams unlock their best potential?

Partnering Across Three Properties – One Shared Purpose, Three Distinct Identities

The program was implemented across:

• Hoi An Hotel
• Hoi An Beach Resort
• Tam Thanh Resort

Each property operates within different contexts, scales, and challenges.

However, throughout the journey, Lead-UP Academy consistently recognized one common characteristic: The leadership team’s openness to improvement, the dedication of the management teams, and the collective commitment to continuously elevating the guest experience.

From small service touchpoints to strategic management decisions behind daily operations, every effort has been moving step by step toward becoming more professional, more agile, and more human-centered.

Not Only Creating Better Service – But Also Spreading the Beauty of Hoi An

Outstanding customer experience does not begin with facilities.

It begins with how teams welcome, serve, care for, and create memorable moments for guests; how departments collaborate during challenges; and how leaders inspire and guide their teams every single day.

Lead-UP Academy firmly believes: When operations improve, customers feel the difference. When experiences improve, brands grow sustainably. And when every individual contributes to spreading meaningful values, the image of Hoi An will continue to be cherished by visitors from Vietnam and around the world.

We would like to express our sincere appreciation to the Board of Directors of Hoi An Tourism – Service Joint Stock Company, the General Managers, and all team members for their trust, openness, and partnership throughout this meaningful journey. Phase 2 has been completed. Yet the journey toward creating exceptional customer experiences continues.

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