How’s this for a challenge? Imagine you’re the president of one of the largest economy hotel chains in America. Your goal: deliver a consistent, high-quality on-brand customer experience across all of your properties.
Now add in that the brand is more than 40 years old, you have 15 major direct competitors, and the behavior of your customer base is changing rapidly. And oh, yeah, you have to work through franchisees.
If you can imagine all that, then you might have a rough idea of what it’s like to be Clyde Guinn. I love talking to Clyde because he’s both grounded in the traditional hotel business and on top of how that business is rapidly changing. In the run-up to Forrester’s Forum For Customer Experience Professionals West in Los Angeles on October 9th and 10th, Clyde was kind enough to answer some questions that we posed to him.
I hope you enjoy his responses as much as I do, and I look forward to seeing many of you in Los Angeles!
Q: When did your company first begin focusing on customer experience? Why?
A: As a hospitality company, customer service is something that we, as well as our industry in general, have always focused on to some degree. It’s a vital part of ensuring success. I think what’s changed, or perhaps evolved, is how we measure the customer experience.
The most notable news to come out of the VMworld conference last week was the coronation of Pat Gelsinger as the new CEO of VMware. His tenure officially started over the weekend, on September 1, to be exact.
For those who don’t know Pat’s career, he gained fame at Intel as the personification of the x86 processor family. It’s unfair to pick a single person as the father of the modern x86 architecture, but if you had to pick just one person, it’s probably Pat. He then grew to become CTO, and eventually ran the Digital Enterprise Group. This group accounted for 55% of Intel’s US$37.586B in revenue according to its 2008 annual report, the last full year of Pat’s tenure. EMC poached him from Intel in 2009, naming him president of the Information Infrastructure Products group. EMC’s performance since then has been very strong, with a 17.5% YoY revenue increase in its latest annual report. Pat’s group contributed 53.7% of that revenue. While he’s a geek at heart (his early work), he proved without a doubt that he also has the business execution chops (his later work). Both will serve him well at VMware, especially the latter.