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.