Designing Experiences That Surprise And Delight

My wife and I have finally reached the last phase of a lengthy and complex home renovation project. To make sure that the new stairwell gets installed with the least risk of personal injury (descending the stairs first thing in the morning, in the dark, before coffee, and before the banister has been completed — not a good idea), we decided to spend a couple of nights in a hotel while our contractor finishes the job.

That hotel happens to be a Courtyard by Marriott property, one of a handful of businesses to achieve a rating of excellent in Forrester’s Customer Experience Index (Cxi). In the CXi, we ask consumers to measure how well each brand they’ve done business with measures up against three criteria: value, ease of use, and enjoyability. Most brands score OK to very poor. So how does Courtyard do it? 

It's skirted the requirements trap. All hotels have rooms, showers, and parking. Wi-Fi, a business center, a dining area, and fitness facilities are pretty generic too. These things are required to compete in this market. But merely having these things is not enough.

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