Growing a Brand: How Internal and External Processes Shape the Customer Service Experience
By Don Willingham Vice President, Brand Performance & Sales Support, Hilton Garden Inn | April 07, 2013
With so many players in the hospitality space, it can be difficult to stand out and set your brand apart. At Hilton Garden Inn (HGI), we believe in cultivating and strengthening unique, personal relationships between the brand and our guests in order to grow brand loyalty and retain customers.
As a brand built on veracity and reliability, we strive to ensure our guests know they can count on us. Whether they're traveling for business or pleasure, alone or with family, domestically or internationally, we put the guest experience at the forefront of our operation. We believe the following guidelines are essential to build your brand inside and out to heighten customer engagement, guest satisfaction and retention.
The Promise: The Name of the Game is Trust
According to a study conducted by J.D. Power and Associates, research shows that guests who are happy and fulfilled with their stay are more loyal to a brand and, therefore, are more likely to advocate on behalf of the brand. However, in order to achieve this, guests must trust the brand first.
The idea of a promise or guarantee can come in different shapes and sizes, but in the end, it provides an opportunity to further drive brand trust and reliability. The platform helps to ensure that patrons can count on the brand to meet their expectations, and if it doesn't, amendments will be made.
For those reasons, HGI launched the Hilton Garden Inn Satisfaction Promise in early 2012. As we celebrate the one-year anniversary of this guarantee, The Promise serves as a visual and emotional reminder to our guests that we will do everything in our power to ensure they are satisfied with their stay or they do not pay. To date, brand loyalty and value of experience scores are up by almost 17 points, while overall experience scores are up by more than 13 points among guests who are aware of the Promise.