Showing posts with label brand experience. Show all posts
Showing posts with label brand experience. Show all posts

Wednesday, February 22, 2012

Starwood brand experience & socia media:great example of brand /customer equity waste

As every empowered consumer & traveler, I recently posted on TripAdvisor my latest horrendous experience with the W hotel in Montreal.
After kindly droping a note to Chief brand Officer for Starwood H.Q. where I was calling his attention to both bad customer delivery & associated bad buzz link that i had generated, here is what I received:
1) a generic response from a very kind yet uninvolved Public Affairs agent who refered me to the local general manager
2) a back-handed apology from an arrogant & defensive hotel general manager who felt sorry that I had a bad experience (heavily suggesting that it was nothing but my only perception...) and claimed that it would be much beter after their planned million dollar renovation...
3) a LAVISH 2 nights points equivalent as compensation (not even enough to stay in the same category but in the cheaper tier ! )

What this teaches us is:
1) management should ALWAYS be set up to keep the pulse via appropriate & natural channels for a clear and open dialogue that allows them to hear from customers; however globettrotting, a  BRAND leader SHOULD NEVER BE too BUSY for a dissatisfied customer; isnt it common sense that that same management would, after delegating response to local manager, monitor its nature and impact on the customer: isn't it why it's called MANAGEMENT ?
2) the result is that I felt more insulted by the G.M.'s response than before his intervention...insulting the customer's intelligence & making bad excuses is never a good thing, adding insult to injury ! As if refurbushing was to replace bad employee attitude, horrendous breakfast service or poor bar management !
3) I will NEVER give a second chance to the W franchise after that handling
4) the number of Tripadvisor members reading my review of  this single W  location has reached over 1 500 views in less than 1 week and keeps growing: that means that the BAD  BUZZ is still spreading through a 30+ millions community, with my recommendations for direct alternative competition hotels in the area: how's that for defusing a situation & making it a better outcome for the brand, especially in regards with my intial goodwill & opprtunity given to Starwood for redemption :)
5) this experience has cast a perennial doubt & serious limitation on my Starwood Preferred Guest loyalty towards ANY of the Starwood portfolio brands as  they share the same central policies, processes and officers in charge ! Good job on Customer  Lifetime Value across 10 brands !!!

In short, best example of multi level brand imposture:  not delivering in real life whilst too busy trying to play cool AND even worst MANAGING customer quality delivery /loyalty & social media  BUZZ...

What a very talented & multi-skill waste !

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