This isn’t a post about The Westin. This isn’t really a post about mattresses. This is a post about a common little trap that a business can set for itself. The Westin hotel and its bedding were just gracious enough to call it to mind. As follows:
I had a superlative stay recently at a Westin, home of the “heavenly bed.” Specifically, in addition to great service, the bed was incredible. The best sleep I’ve gotten in quite some time.
Here’s the funny thing: There was close to no signage at the hotel reminding customers–guests, of course, in hospitality parlance–that Westin is the home of the original Heavenly Bed. (In fact, there was far more messaging about the bottled water in the room.) And Westin used to spend a good deal of marketing collateral being rightfully proud of this feature.
I’m sure they’re still proud. But to some extent, the hoteliers may have forgotten the power of this competitive advantage, due to their daily (nightly) exposure to it. They’ve moved on to other parts of their branding message, forgetting this core feature.
Understandable. But less than optimal. And a good reminder to all of us in business: We may grow bored of, or at least blasé to, the qualities that make our customer experience great in the eyes of our customers. You’re at your business all the time, and your customers only stay with you, interact with you, buy from you a few days of the year. What made your business great to them the last time from you may still be what makes you great. Don’t neglect it.
