Challenge: How can a hotel chain drive
loyalty in the face of new competition? Where is the sweet spot in a
SUMA Partners process:
Documented the customer experience. Identified the customer touch
points that were the deal makers and deal breakers.
Length of initial engagement: 6
Insights: The customer perceived
hotel’s presence to start with the 800 number. It included the
airport van. The special treatment for Elite Members was not hitting
what mattered to the customers. The sweet spot was “convenience for
Results: Re-design of the 800
number process, the van experience, the check-in for Elite Members.
The business travelers and meeting planners received a consistent
message that matched the experience of “convenience”, with
pre-programmed cell phones for use on-site, technology to make their
stay effortless (e.g., concierge to take messages during the