In writing an article for the April 2014 issue of Hotel Executive magazine, I did some research on Trader Joe’s and Netflix —two companies that have made the news with their unique and successful approaches to customer service. These two businesses have fostered intense brand loyalty by creating experiences that deviate from industry norms in delightful ways. Customers feel so strongly that they have actually used the word “love” to describe their feelings about the companies.
There are a number of factors that contribute to their success, but the one I’ll focus on is quirkiness. Yes, quirkiness. For instance, Trader Joe’s stores sport a fun tiki theme and are staffed by employees who have been deemed “absurdly helpful.” Meanwhile, at Netflix, a support agent and subscriber resolve a problem, with both assuming the role of Star Trek characters throughout the entire exchange. Both companies have the ability to transform a typically mundane transaction into an adventure.
So how might these tactics play out in hotels? Granted, lobbies decorated like the Starship Enterprise and guestrooms aglow with tiki torches might be a little over the top. The hospitality industry simply isn’t known for such frivolity. It is, however, possible to create more subtle varieties of fun—even quirkiness—that are congruent with your culture. This is also true for pretty much any industry.
I will use Hampton Inns as an example. Hampton hams it up with small, clever touches, which are designed to bring a smile. Here are a few examples:
- You are greeted by a large, bright-red welcome mat exclaiming, “we love having you here!”
- When the elevator doors close, a clever banner comes together before your eyes.
- Room number signs include interesting black-and-white photos.
- When turning in for the night, you notice a sticky note on the headboard, letting you know the coverlet has been freshly cleaned.
- On awakening, even your coffee cup brings a chuckle.
These elements, though nothing elaborate, bring a warm, fun and more human feel to guests’ stays. The word “feel” is appropriate here, as emotional experiences make powerful impressions. (Note the word “love” before you even cross the threshold.) Touches such as these help guests feel welcomed, while Hampton’s use of humor gives guests a sense of connection, as laughter is a gift that we all share.
So are you ready to embrace a little “quirk?” How might you depart from industry norms to stir up a little fun and fondness?