Bi-polar marketing
A nice experience post by Church of the Customer yesterday. And since, Jackie asked for our thoughts, we couldn't resist. I love the phrase "bi-polar" marketing!
Ah, hotels and technology. I often wonder why so many have so much trouble with this issue. And I am not just talking about technology problems (although those are numerous in occurrence also). Hotels and coffee shops are struggling with strategy questions on how to deploy Internet access - especially wireless. Starbucks and Caribou coffee shops are two other examples that also frustrate me to no end with their "big partner" solutions.
The experience Jackie had at the Hilton hotel is all too common amongst travelers who need Internet access while traveling (by the way, isn't that the majority of travelers today?). So why do executives make decisions like this?
1. Because they are often too far removed from the experience, and often times are slow to react to shifting experience trends moving into their of their industry
2. Because they anticipate an easy profit center
3. Their not thinking about the experience - they cannot separate a salable service from a profitable experience
4. They have a worldview of what is included, and what costs extra within the experience
In Jackie's story notice how quickly the manager makes the problem disappear, but look what's right behind it - her memory of the experience. So, what could they do to improve the experience? Also notice that the person closest to the experience has his "hands tied".
Ok, so businesses all the time make short-sighted revenue generating decisions - and it costs them dearly. So, here are some quick ideas that hotels can consider to improve their business guests technology experience:
1. Provide a staged experience model:
- Install a couple kiosks specific for printing boarding passes (no charge in the lobby, clearly marked)
- Charge a simple one-time fee per stay for access to a full service business center (and a converted closet with poor ventilation, old computers, and an out of service ink jet printer does not cut it). Obviously, a member perk for repeat customers of the chain.
- Install a wireless hub in the lobby, restaurant, and bar (increased food & drink sales will more than cover the ongoing cost of the wireless hub).
2. Increase their room rate by $20 and include Free Wi-Fi access and printing.
3. Accept that this is a necessity for travelers, not a luxury and offer Wi-Fi throughout the building at no charge like Country Inn & Suites.
4. Change the entire experience and partner with a chain of coffee shops for a on-site coffee house experience including free Wi-fi.
Having stated these ideas, I would first spend a lot of time observing and interviewing customers to see "into" their technology needs. I would than design a program and clues around an entire "technology experience" based upon those findings. Next, integrate the "technology experience" into the whole life experience.
Hotels may discover that things they think are important really add little value to the experience, and the very things they are trying to upcharge for are simply mere irritants to their loyal customers.
Simply stated, you have to go beyond the situation when contemplating experience modifications - its about shifting context.
Any other thoughts from other business travelers? How about Mac users who travel? Leave a comment and join the conversation.
Ah, hotels and technology. I often wonder why so many have so much trouble with this issue. And I am not just talking about technology problems (although those are numerous in occurrence also). Hotels and coffee shops are struggling with strategy questions on how to deploy Internet access - especially wireless. Starbucks and Caribou coffee shops are two other examples that also frustrate me to no end with their "big partner" solutions.
The experience Jackie had at the Hilton hotel is all too common amongst travelers who need Internet access while traveling (by the way, isn't that the majority of travelers today?). So why do executives make decisions like this?
1. Because they are often too far removed from the experience, and often times are slow to react to shifting experience trends moving into their of their industry
2. Because they anticipate an easy profit center
3. Their not thinking about the experience - they cannot separate a salable service from a profitable experience
4. They have a worldview of what is included, and what costs extra within the experience
In Jackie's story notice how quickly the manager makes the problem disappear, but look what's right behind it - her memory of the experience. So, what could they do to improve the experience? Also notice that the person closest to the experience has his "hands tied".
Ok, so businesses all the time make short-sighted revenue generating decisions - and it costs them dearly. So, here are some quick ideas that hotels can consider to improve their business guests technology experience:
1. Provide a staged experience model:
- Install a couple kiosks specific for printing boarding passes (no charge in the lobby, clearly marked)
- Charge a simple one-time fee per stay for access to a full service business center (and a converted closet with poor ventilation, old computers, and an out of service ink jet printer does not cut it). Obviously, a member perk for repeat customers of the chain.
- Install a wireless hub in the lobby, restaurant, and bar (increased food & drink sales will more than cover the ongoing cost of the wireless hub).
2. Increase their room rate by $20 and include Free Wi-Fi access and printing.
3. Accept that this is a necessity for travelers, not a luxury and offer Wi-Fi throughout the building at no charge like Country Inn & Suites.
4. Change the entire experience and partner with a chain of coffee shops for a on-site coffee house experience including free Wi-fi.
Having stated these ideas, I would first spend a lot of time observing and interviewing customers to see "into" their technology needs. I would than design a program and clues around an entire "technology experience" based upon those findings. Next, integrate the "technology experience" into the whole life experience.
Hotels may discover that things they think are important really add little value to the experience, and the very things they are trying to upcharge for are simply mere irritants to their loyal customers.
Simply stated, you have to go beyond the situation when contemplating experience modifications - its about shifting context.
Any other thoughts from other business travelers? How about Mac users who travel? Leave a comment and join the conversation.
2 Comments:
The Hyatt Regency in Maui, HI used a service called PrintMe.com. It allowed me to upload documents local on my Mac to a website; I then rec'd a confirmation code.
Then, down in the biz center, using my trusty confirmation code (keyed into a device plugged into the serial port of the printer), I printed my documents.
It was $1.00 per page, payable to the biz center. Not alot of money, but I was still annoyed at the price - for my 3 pages, the Hyatt could have spent 10 cents and had a happy guest!!
Mark, thanks for sharing your experience. Yes, the hotel industry does appear to be obsessed with charging a premium price for all "value-added" services - and $1/page is just plain abusive.
Universally, Hyatt cannot be making a lot of money providing this service at these rates. So, for $2.70 less in your situation, Hyatt could have a happy guest!
Uploading the document for printing is a good idea. How about:
1. uploading the file
2. it is then sent to the front desk and printed.
3. they place it in a envelope
4. you are called when it is ready for pickup
Issues of course are:
1. duration
2. someone else touching the document
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