On his way back to his home in San Francisco from a business trip, Michael decided to stop for the night in a little hotel overlooking the Pacific. When he arrived at the reception desk, quickly a well-dressed woman appeared and welcomed him to the hotel. Within three minutes from the greeting, he was ushered into his room by the bellboy. The room was decorated with plush carpeting, white-on-white bedding, natural cedar walls, and a stone fireplace. The fireplace grate had oak logs, rolled paper, and matches waiting to be used.
After changing in his room, Michael walked to the restaurant. The hotel receptionist had made him reservations for the restaurant at the time of his checkin. Michael was immediately shown to his table upon arrival—even though others without reservations were waiting. When he got back to his room that night, the pillows were plumped up, the bed was turned down, and there was a fire blazing in the fireplace. On the night stand was a glass of brandy and a card that read, "Welcome to your first stay at Venetia. I hope it has been enjoyable. If there is anything I can do for you, day or night, please don't hesitate to call. Kathi."
In the morning Michael woke up to the smell of coffee. When he went into the bathroom he found a perking coffee pot. A card by the pot read, "Your brand of coffee. Enjoy! K." Michael had been asked the night before at the restaurant which brand of coffee he preferred. Now it was bubbling in his room. Michael heard a polite knock on the door. When he opened the door, he saw The New York Times lying on the mat. When
Michael had checked in, the reservationist had asked him what paper he preferred. Now his preferred paper was at his room for him to read.
Michael explains the service at the hotel has been exactly the same every time he has gone back. But after the first visit, he was never asked his preferences again.
Probes
1. In what way is this a great example of relationship-based customer service? How does it differ from the customer experience at other hotels you are familiar with?
2. By "learning" his preferences, the hotel management was able to manipulate a common experience into one that was very personal for Michael. What else might a hotel do? Be creative in brainstorming possibilities.