Seen and Heard - Outreach and Retention News and Ideas

Chocolates On The Pillow Aren't Enough - Reinventing The Customer Experience

April 9, 2008

Consider this advice from Jonathan Tisch, author of Chocolates On The Pillow Aren’t Enough and Chairman and CEO of Loews Hotels:

“In the hospitality business, the sale is much more than a financial transaction. This fact is brought home to hoteliers and hotel employees each and every day, since once people purchase our services, they don’t walk away with their goods like customers of other businesses: instead, they literally move in with us. The link between the hotel and its clientele is one of the most intimate connections between any organization and those it serves. Thus, serving hotel customers effectively and keeping them coming back for more requires getting inside their psychology and emotions in a way that is pleasurable, relaxing and stimulating. And that means creating a supremely comfortable, vibrant, and uniquely local experience.”

“In our industry, the key to attracting lifelong patrons is transforming customers into guests. This means that the hotel and all who work for it must behave not like salespeople but like hosts, with all the human qualities that implies—warmth, openness, generosity, welcome. And any organization that can capture this spirit, no matter what the industry, will create a growing body of loyal and appreciative patrons.

When it comes to turning one-time visitors into lifelong guests (and customers) the first requirement is making entry into the organization easy, pleasant and fun. This may sound straightforward, but in truth it’s complicated and a real challenge that the majority of organizations never quite master.

The first challenge is defining the entry point. How and where do customers first encounter your organization?”

The question for you: How can you apply this advice to touring potential customers and move-in day for a new resident?