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 !
Wednesday, February 22, 2012
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This is all about sharing professional ideas, substantiated opinions & perspectives abou Marketing or customer strategy, both from a strategic and implementation perspective..
We address questions that others don't necessarily cover or in a generally un-conventional. un-PC way, and from an integrated mindset: no digital ignorance nor obession here..., digital is only significant in the way that it has radically changed the nature and center of gravity of the relationship between cosnumers & brands...which is BIG but Digital is not an end , the relationship is the KEY & center of gravity of 21st century marketing.
We also believe that the key challenges that marketers face in this decade is all about achieving exceptional, sustainable, individual relevance for the consumer across all touchpoints. with maximum scalability and optimum ROI, from brand promise to enterprise delivery.The brand experience or " brand gap" between what the brand delivers through its organization, day to day retail face to face, online and contact centers... and what the brand promises through its advertising & other brand value proposition is the best starting point for achieving the necessary customer centricity transformation that will keep brands relevant in this new landscape.
Welcome and let's share, debate, argue and grow together !
This is all about sharing professional ideas, substantiated opinions & perspectives abou Marketing or customer strategy, both from a strategic and implementation perspective..
We address questions that others don't necessarily cover or in a generally un-conventional. un-PC way, and from an integrated mindset: no digital ignorance nor obession here..., digital is only significant in the way that it has radically changed the nature and center of gravity of the relationship between cosnumers & brands...which is BIG but Digital is not an end , the relationship is the KEY & center of gravity of 21st century marketing.
We also believe that the key challenges that marketers face in this decade is all about achieving exceptional, sustainable, individual relevance for the consumer across all touchpoints. with maximum scalability and optimum ROI, from brand promise to enterprise delivery.The brand experience or " brand gap" between what the brand delivers through its organization, day to day retail face to face, online and contact centers... and what the brand promises through its advertising & other brand value proposition is the best starting point for achieving the necessary customer centricity transformation that will keep brands relevant in this new landscape.
Welcome and let's share, debate, argue and grow together !
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