Last week I was picking my son up from college and so had an overnight in Ontario, Californa. Today I received a thank you cluttering my inbox. I’m not too upset, it does recognize that I was there and since I just dropped the cards at the desk I never got the thank you there. This was also the second time I’ve stayed in the same hotel. The marketing issue I have with the note is a “failed opportunity”.As soon as I saw it I wanted to give them feedback on the noisy air conditioner that got louder and louder all night and the spotty WiFi connection which was hard at first to connect to. Everything else was perfect, clean, newish etc. In the morning I just ran out the door never stopped at the desk.
So if you are going to send me a note stop trying to sell me on the next reservation (unless there is some discount or bonus points) start asking me how my stay was and how we (HI) can make it better. It’s html so I could have checked and submitted a simple satisfaction form in less time than it took me to blog this. More importantly direct the details back to the hotel and keep them with my record so the next time I visit (any HIExpress) you can make an appropriate comment or we’re sorry your last visit wasn’t perfect, this time we have… and there is a special welcome basket for you.
In the age of everything databased and smart linked and who knows what I’d really like to know that giving feedback can personalize the experience. At the same time the HIExpress team can work more cohesively with me on customer satisfaction.
So until you can connect your thank you’s with something valuable for building our relationship together; please keep me off your mailing list (I always uncheck or opt out). Approaching me with a thank you under the guise of make another reservation and support X is simply false. It’s dumb marketing which you get away with and is not SMART.
