• The 60 Second Leader
  • Seven Secrets of Inspired Leaders
  • The Little Book of Leadership
  • Leadership Hub for Corporates
  • Learning to Live with Huntington's Disease

Customer intimacy doesn’t have to cost much

The trick at the moment is to lower costs without damaging service levels. The weakness embedded in that thinking is that distinctive service that delivers customer empathy and intimacy costs. It doesn’t always. Here’s an example:

At the W hotel in Union Square, New York, a doorman (sorry, Door Ambassador), Jose, noticed a lot of joggers went past with their dogs. And that often the dogs looked thirsty. He had been told by his boss that the entrance to the hotel was his realm. He was king of it.

So, he started putting out funky-looking water bowls. Joggers stopped for their dogs to drink, and chatted with Jose. The entrance to the Union Square W became a happening place. Out of this grew W’s PAWs (Pets Are Welcome) programme.

Since all hotels are trying to give the impression they care, what impact does it give to reinforce that message to thousands of people passing every day, when the door ambassador seems to care about people who aren’t even guests at his hotel?

And did it cost anything?

The PAW programme that grew out of Jose’s initiative gave the trendy W hotels another string to their bow in terms of a distinctive offering, as some W’s offer special pet and owner breaks.

Leave a Reply

Your email address will not be published. Required fields are marked *