Uber-technology Not Needed to Win My Loyalty
I’m going to tell you a story about brand loyalty and in doing so, I’m going to expose myself as a total snob. Here goes.
I travel quite a bit and when I do, if at all possible, I stay at Ritz Carlton hotels. Now I’ll confess that in many instances, my Ritz Carlton stays are supported by points earned from using my Ritz Carlton credit card, so it’s not like I’m just blindly paying through the nose. But still, I often do pay a reasonable premium to stay at a Ritz Carlton property because the service really is that good. It’s an experience I can rely on, and appreciate, over and over again and it never ceases to amaze me.
While staying at a Ritz Carlton in Montreal a few months back, I was speaking with a woman who was working the front desk about going to a specific bar in town. After locating the address, she explained even with the address it was hard to find because there was no signage. She didn’t want my wife and I to get lost, so she came out from behind the front desk, took us outside to personally hail a cab, and then spoke with the taxi driver (in French) so that he knew where to go. I’m sorry but that’s not what happens when I stay at a Hyatt or Hilton. It’s just not. And it’s really nice.
So yes, I’m a snob who only likes to stay at Ritz Carlton hotels. But their over-the-top, service-minded approach has won me over and made me a brand loyalist. The really amazing thing is that there was no fancy technology or Uber-like revolution needed. No Amazon or Apple design undertaken. Just a supreme and consistent level of thoughtfulness and care. Something every business can implement without a dramatic expense. It’s a great lesson and reminder for us all.
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