Ms. Willmott

Sales & Marketing

Building Customer Relationships Through Trust

By Kristie Willmott, Group Director of E-Business & Customer Development, Jumeirah

What is trust? According to Dictionary.com it is "reliance on the integrity, strength, ability, surety, etc., of a person or thing; confidence". For me, it was always about the three R's of modern day; respect, relevance and reward.

So what does this tell us when we attempt to tackle the subject of building customer relationships through trust? Quite simply, that the definition of trust is dependent upon one's frame of reference and personal needs at the time that 'trust' is required. If only it was that simple; new technology has dramatically complicated the equation.

If we consider the definition of trust in the context of purchasing goods and services, we can understand the growing popularity of social networking, review sites and plain old blogs. It seems the old adage 'People buy from people' has always held its ground. After all, we are all customers; we go through life seeking the information we need to make good decisions and wise purchases. We have to trust that the information is valid. All that has actually changed is the medium by which we communicate - conversing across geographical boundaries, anytime of night or day about any particular topic of our choice, has become available via the Internet.

More importantly, the growing transparency of corporate self-interest and an almost macabre obsession with celebrity expose, have driven the subject of trust yet further up the 'must have' consumer shopping list. What can we believe, who can we trust to be who or what they claim to be? Brand messages are rapidly losing their might as the voice of the consumer rises above the modern advertising 'noise'.

While natural 'thought leaders' of the past would float to the top and surface in the form of politicians, professors and CEOs, they are now to be found exercising their opinion on the increasing number of consumer review web sites and blogs, and increasingly their influence is directing the purchasing behavior of our traveling public.

Generation X is the powerhouse behind the rapid adoption by millions of consumers of the web and the concept of online community. Gen X loves stories. They enjoy the company of others and want to have a relationship with web sites. They've seen an information explosion since their early childhood and Google has become their new best friend. Behind it all is an assumption of trust; today's customer needs to trust who they talk to, what they are told and that we, at the other end, care about them and are listening. Authenticity, however it is communicated, is paramount.

So when did it become OK to share our personal experiences, opinions and anxiety with a vast engaged public in real time? Was that magic moment when Oprah arrived, or is it just that 'letters to editor' have received a technical upgrade? It is fascinating to watch how a hotel guest will happily share their personal moments of truth to an unknown public. It is more astonishing yet to discover that this growing trend has perhaps a particular relevance to the luxury hotel segment. According to the online marketing firm, hitwise UK, 62% of visits to Tripadvisor site are the top socio-demographics, attracting 46% more visits from the 55+ demographic than average for the internet.

So what does this mean for a hotel, CRM and their web sites? Firstly, an understanding of what constitutes trust from our customers' perspective. Overall, there is an urgent need for our entire industry to rethink their online content. We need to see the world through the customer's eyes and speak their language. This was summarized perfectly in a recent article authored by Martin Lindstrom - Web Branding; Take it Personally, in which he spoke about the need to share experiences, to tell a real story, to express true feelings and demonstrate a mood.

So, how many hoteliers can honestly claim that their web site does 'take it personally'? How many times have we discussed the relative strengths and weakness of our product portfolio during an internal meeting? But would we ever describe one of our 'weaker' hotels as "the best aspect of this hotel is the incredible location. We don't claim to have the best rooms on the block but given the breathtaking views, we don't expect you'll be in them very much." Why not ask our customers how they would describe our products? Then, be sure our web sites are sensitive and responsive to the customers'comments, exchanges and suggestions as reflected in the many popular review sites online.

The question of who should undertake this challenge in a hotel has yet to be defined, but my money is on the evolving role of a Hotel Marcoms in the digital age. I have yet to find a hotel group that has successfully answered this question, but an overhaul of the traditional Marcom job spec is long overdue. And it is happening. As of January, Bill Marriott has a personal blog, for example where he not only posts comments but responds to customers as well. The company's message is coming from the top, which demonstrates great leadership but also provides access to the number one man. It's personal, well written, and engenders trust. You feel a connection with the company because you know the man himself. The brand has become real.

Sheraton is another example of a new creative approach by offering customers the opportunity to 'share their stay' online. The net result is that Sheraton properties and destinations come alive and are now more than just bricks and mortar with a Sheraton sign above the door. Life, as reflected in real experiences by real people, not models in an advertisement, happens at a Sheraton hotel and the world can see it on the web site. Hats off to Starwood. We can spend many thousands of dollars collecting customer feedback, and yet, in matter of minutes each day, we can also listen to customers across the world, sharing their experiences, listening to their recommendations of how to improve our products and services. Quite frankly, the road to innovation has never been so easy.

Obviously, the new world on online interactive communication has its dangers. While the purpose of this article is not to pass judgment on the validity of the many "consumer opinion or review" sites, there is a weight of opinion that has questioned the quality of information sometimes provided, concerned that customers are often more interested in disclosing the little details of their personal tastes rather than provide a valuable review of a particular hotel experience complaint. And there is justified skepticism concerning the validity of some consumer reviews and the underlying motivations of certain review sites. This is understandable when you consider that tripadvisor.com is the property of Expedia, and igougo.com the property of Sabre.

It is possible that the public may begin to question the impartiality of web content. After all, newspapers have long suffered from stereotypes - liberal, conservative, sensational - based on their political stance, reporting styles and news coverage. But, in the long run, it does not matter for those of us attempting to win over today's consumer; we still must develop a relationship of trust.

If it is the little things about a hotel stay that a guest notices and feels compelled to share with the world, then they do matter, and we should listen. Luxury is about delivering a promise of something special, about getting all the details right. Ken McCullogh once told a group of Jumeirah colleagues at our annual Jumierah Sales & Marketing conference that the future of luxury was 'doing the simple things brilliantly'. And, ultimately, it is the customer who will tell us what they are.

So, what are some of the ways we can win over the customer? A good example is LG chocolate phones. The company watched and listened to mobile 'enthusiasts' online and then sent a free chocolate mobile handset to all the key opinion leaders they had listened to online and requested their feedback. The result: surprise, delight and definite positive word of mouth - and a new group of loyal WOM ambassadors

Yahoo Answers is an example of a great site on which to throw out a question for global discussion and listen for the results. A UK travel company has already started testing the idea because it represents an excellent, and affordable, way to assess market interest in a new product or service. Also in the UK, Sainsbury and Tescos offer consumers opportunities to "chat with the chef" creating a three-way dialogue from customer to customer to business and back again. Another example is Yahoo Trip Planner, where consumers become their own travel agent. They can even search itineraries based on brand.

What makes this new world of marketing so exciting is that creativity and innovation rule; anything goes, as long as it works. And there are opportunities to interact with the customer everywhere, and to interact with specific customers. Solo travelers, for example, are a huge market. Find them on the web and talk to them. Bring them together with other solo travelers. Carnival Cruise Lines has succeeded admirably in this with their "Carnival Connections." The beauty of online marketing is that it allows us to reach virtually anyone we want to. Just how well we communicate, and, most important, how well we build a relationship of trust that will drive business our way and keep it coming back is up to us.

Kristie Willmott is Group Director of E-Business and Customer Development for Jumeirah. Kristie heads the online strategy to grow sales revenue and deepen consumer relationships. Kristie has held positions with Le Meridien, Utell and Virgin Atlantic Airways, where she developed web affiliate programs, 3rd party onward distribution, loyalty programs and sales. Kristie holds a First Class Bachelor of Arts Honors degree from the University of North London and is an Executive Officer on the HEDNA Board of Directors. Born in Holland and raised in the UK, Kristie now lives in Dubai, UAE. Ms. Willmott can be contacted at 971-4-3300111 or kristie.willmott@jumeirah.com Extended Bio...

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