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How To Treat Your Customers…


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Last weekend my husband needed to book a hotel for the night. We elected to book one of the DoubleTree by Hilton properties and we are certainly glad we did. Now if like me you are not too familiar with DoubleTree (although plenty more are popping up), it’s a brand which was acquired by Hilton in 1999 but only opened its first UK property in 2008.
Now you’re probably wondering why I’m writing about it and there are 2 reasons.
[one_half]The first is a wonderful little touch on check-in that you don’t get at a Premier Inn, Holiday Inn, a regular Hilton or indeed any other hotel I’ve stayed at in the UK – a chocolate chip cookie each, presented deliciously warm, crammed with chocolate chips and walnuts.
This is the signature of the brand and is something they’ve been doing since the 1980’s to make the customers first impression a good one – it certainly worked on me![/one_half][one_half_last]

WFD… Warm, Fresh, Delicious…
As our best man would say, this is WTF Celebrity Service (note: WTF = Well That’s Fantastic!).

The Follow Up

Second is the follow up email we have just received which prompted me to write this piece. In a lot of ways it’s a standard ‘help us to improve, your opinion is important, etc’ email that you seem to get with more and more regularity these days.

Timely and automated... but still personal.

But, our experience was a good one and I wanted to tell them so in their survey, which is where the good part comes in, or at least the part that made me think – ‘ooh that’s good, I’ve not seen that before.’ The survey itself was not surprising with a number of pages (around 3-4) covering the standard questions where you rate service, cleanliness etc out of 10.

The Surprise

Nothing new or clever there BUT, the last page was something I wasn’t expecting – I was presented with the opportunity to quickly summarise my ratings and leave comments which could be uploaded directly to TripAdvisor.

A good review is worth it's weight in cookies...
A good review is worth it’s weight in cookies…

Clever, clever, clever I thought, especially if you are only presented with that page if your responses are over a certain level, therefore guaranteeing a good to great review…
All in all, it’s a great example of integrating the offline and online customer experiences – and if that just happens to involve a delicious cookie, then that’s fine by me!