The customer promise
Which means, fulfilling the needs what one would consider as the cost of entry: a clean and secured room, a comfortable bed, a functional alarm clock, a luxurious and excellent working shower, hot water, etc. Eventually it is more the physical property which is seen as a requirement.
Experience management
Moving towards choice and control. One has to make sure that the company is investing in the right way; do they really fulfill the guest his/her needs?
Example which could be applicable for Manchebo: A very frequent guest visits the property. Most common is to deliver a fruit basket. But one finds out that they don’t like fruit (think of a front desk agent, or a room attendant). It is important to communicate these issues.
For the next time we can deliver a cheese platter with a bottle of wine. It is literally giving the guest the opportunity to tell us what their experience should be, and to invest in the right way, to be sure that everybody is on the same page.
Eventually we want to represent ourselves as a unique boutique hotel; this situation is a perfect example of providing full-service and differentiates yourself from your competitors.
Customer Relationship Management
First step of building a relationship with a guest: recognition. Identifying your guests, in order to recognize them in the future, and get to know them.
It is important to recognize returning guests, and give them a specialized and different treatment.
Therefore it is wise to consider the switch towards ‛choice and control’, which is mentioned earlier in this summary. At this point one can see the movement from recognizing and identifying into interaction. One has to consider what guests really desire, instead of providing treatments they don’t care about.
Therefore it would be an idea to research this issue; use the recognition and the interaction one has with the guests, and discover what they expect from Manchebo Beach Resort & Spa. In this way, Manchebo becomes well-known due to its stunning professionalism and the fact that the resort provides excellent guest service; the step to become a four star boutique resort will be very easy.
All that matters is providing the right service, to make sure that Manchebo is the first choice in travel. Thus it is also important to focus on new guests, in order to identify him/her, and discover what he/she prefers. Therefore it is necessary to update the evaluation form in order to receive more (relevant) information, and implement surveys and/or interviews.
This depends upon how frequent a guest is and the type of investment one can make to retain or to improve the business Manchebo receives from that guest. This is worth to perform a research about, because investing seems tricky, but eventually it is more appealing than constantly acquiring new guests.
Source: VonderHeide, J., You can get to know your guest [Online]. Available from:
Keywords: Customer promise, experience management, customer relationship management, guest experience, uniqueness, customer loyalty, satisfaction surveys, differentiation (of competitors, experiences and service).
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