Good experience is the best marketing tool [Cape Times (South Africa)]
(Cape Times (South Africa) Via Acquire Media NewsEdge) I have always aspired to experience the Ellerman House hospitality, perhaps because it is not open to the public and therefore has a certain mystique, or because it has a reputation for being in a class of its own. The level of luxury, five-star cuisine, the world-renowned private art collection, the location and view, the seclusion and privacy... it all appealed. Regardless of what spark was lighting my fire, it was definitely on my "to do" list.
When I was approached to conduct a brand strategy workshop for them, my first step was a clandestine visit, during which I tracked how many touch points exist in a service brand.
After confirming my reservation I was collected from home by a chauffeur. A warm, personal welcome at the door from the general manager was followed by a duty manager taking me to my suite and showing me the ropes. I was treated to a guided tour of the breathtaking art collection, time in the winery with the sommelier, and a heavenly session with the spa staff.
This, in addition to all the interactions with the staff during meals and coffee breaks, made me take out my calculator - I was losing count of how many people were making a sincere effort to ensure I would enjoy my stay! I then realised it was not about quantity, but quality. When people are genuine in their wish for you to have a good experience, they will go the extra mile.
This attitude should not be restricted to the hospitality industry, it should be expressed everywhere.
Ask yourself how you demonstrate authenticity, and if you have a genuine desire to make a client, customer or colleague happy.
Do you go the extra mile?
During my strategy session I discovered why this level of quality is offered at Ellerman House. Without exception, each manager is passionate about the property, and immensely proud of working there.
They understand their responsibility in making the members of their teams feel the same way, and in doing so, ensure guests become their finest marketing tools. Guests go away and tell friends... word-of-mouth marketing at its best.
Are you ensuring that each touch point people have with your brand is top class and genuine? What do people say about you?
l Jenny Handley is a brand, high performance and leadership specialist who offers individual consultations and team workshops. See www.jennyhandley.co.za
"A brand is a living entity - and it is enriched or undermined cumulatively over time, the product of a thousand small gestures." - Michael Eisner
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