5 Star hotels: Lessons in Customer Experience (CX) for B2B business

After completing a Bachelor of Business in Hotel Management, I spent my early career working 5-star hotels which gave me a unique and firsthand insight into the power and importance of customer experience.

Great hotels understand the importance of making every guest feel special and understand the happiness of guests directly correlates with the level of attention they receive. Remembering guests' names, preferences for pillows, or favourite restaurants fosters a connection that ensures their return. 

B2B businesses can learn a lot from 5-star hotels.

In today's competitive landscape, where products and pricing often mirror one another, customer experience emerges as the differentiator. Personally, I willingly pay a premium for exceptional service, a sentiment shared by many consumers. 

However, as marketers, it is crucial to ensure that marketing claims align with the reality of the customer experience. If there is a disconnect between the promised and delivered experiences, it can breed scepticism and distrust among customers.

Customer experience (CX) is pivotal for several reasons:

1. Loyalty and Retention: As demonstrated in the hotel industry, delivering exceptional experiences fosters trust and loyalty, leading to repeat business.

2. Brand Reputation: According to research by Gladly, a San Francisco-based company, 40% of buyers would stop purchasing from a brand after two bad experiences, highlighting the impact of CX on brand perception.

3. Financial Performance: Positive customer experiences can drive revenue growth and profitability.

4. Competitive Differentiation: In saturated markets, CX can be a key differentiator, setting a brand apart from competitors.

5. Alignment with Reality: Marketing claims must accurately reflect the actual customer experience to maintain credibility and trust.

A company that provides excellent Customer Experience (CX) is a ‘partner for life’.

During my agency days, when responding to clients briefs, our team prioritised customer-centricity in every project we undertook. For an airline client's lounge experience pitch, we spent a day at the airport observing traveller behaviour and understanding their priorities firsthand. This approach ensured that our marketing strategies and creative response, aligned with the customer's reality, avoiding the frustration that arises when promises are unfulfilled. This understandably was very well received by our client. 

In essence, prioritising customer experience isn't just a choice; it's a necessity for marketing success. It fosters loyalty, enhances brand reputation, drives financial performance, and sets businesses apart from their competitors. As marketers, it's our responsibility to ensure that our claims align with reality, fostering trust and loyalty among customers. In doing so, we pave the way for sustained success and growth in an increasingly competitive market.

Next steps:

• Align your CX with your business strategy - make sure your customer is at the centre of everything.

• Gather customer feedback across channels ie NPS, socials and customer interactions.

• Analyse feedback to understand customer preferences.

• Ask the question: do your employees have the necessary tools, training and empowerment to deliver exceptional customer experiences.

• Make sure you implement an Omnichannel approach - you want your customer to have a seamless experience across all touchpoints.
  

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