Last week I stayed in two different hotels in the greater Atlanta area. One was a Ritz Carlton, the other a Marriott. Hearing those two brand names, you might be tempted to assume that the guest experience at the Ritz was far better than the one at the Marriott. But it wasn’t, at least not for me.
Don’t get me wrong, the Ritz was beautiful. But one aspect of the experience there drove me nuts. Every time I stepped off the elevator into the lobby I was swarmed by no fewer than three extremely friendly, extremely eager employees. They bombarded me with questions about whether I wanted coffee (which I don’t drink), a donut, help with my luggage, or anything else my heart desired. Now in theory I love that the staff was so attentive. But they missed a pretty important need of mine – the need for personal space. When I travel for work I want to be greeted by friendly people. And I want to know that I can easily find an employee if and when I need help. But otherwise I prefer to be left to my own devices. That’s exactly what I got at the Marriott.
This example serves as a great reminder that no experience is inherently good or bad. CX quality is a function of how well each brand aligns its CX vision with the needs, wants, and preferences of the particular set of customers that it chooses to serve (a.k.a. its customer strategy).Read more