1. The Personal Touch

    Tuesday, 10 Nov 2009 View Comments Posted by: Sean McDonald

    I checked into the Omni hotel in Fort Worth, Texas today. Very nice hotel – clean, polite, comfortable – all the attributes you expect from a good hotel. When I checked in I asked if Omni had a “frequent stay” program. Omni does have a program so I filled out a registration card, then went up to my room.

    A few hours later an Omni employee knocks on the door and hands me a hand writtenphoto (2) envelope and a bottle of water – welcoming me to the Omni Select Guest Program. Usually you get a welcome letter in the mail a few weeks later.

    Instead Francel Marshall wrote me a short note welcoming me to the Select Guest Program with my membership number. Very nice personal touch that got my attention and made my stay with Omni a bit nicer and memorable.

    So what is the ROI for the personal touch? Total cost: $1 for the bottle of water + $0.25 for the Omni stationary. Return: I now like Omni and they are on my preferred list of hotels to use when I travel. Before they were not on my radar.

    • Jer979 -- But I find your reasoning (why there is value here to the extent of instant, certain ROI) to be based on hope not facts -- nor circumstantial evidence that predicts future behavior. "Like" is not causally linked to behavior in any way beyond hope. The loyalty program itself is more valuable than the value of "raving fans"... maybe... http://budurl.com/u2s2 but not likely. But at least you can actually see if the loyalty program actually creates profitable behavior -- beyond hoping for it or assuming it.
    • dmm53
      Yes Omni's a great hotel of beauty and great customer service, BUT that young woman with Omni is obviously their best asset. It's good to see a happy customer take the time to share how good customer service still exists. Take good care of your employees and they'll take care of you! Bet she'll go far. Hang on to her!
    • jer979 - AMEN to the concept of Raving Fan
    • and let's not forget the massive ROI of you becoming a "Raving Fan" and telling all of your network via your blog/twitter about this experience which puts Omni on our radar as well as increasing the likelihood that we'll join the program if we do stay there. You just cut their customer acquisition and retention costs for them!

      Good story and proof that we should double down on existing customers so that they spread the word for us!
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