Customer Experience Lessons From The Cafe Hotel Greinwald

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You travel on business and your expenses are covered such that you can choose to stay at  a 5* hotel (with swimming pools, jacuzzi, sauna, various bars, three restaurants, fantastic lawns outside) or a family owned/run restaurant that is less than half the price and doesn’t have the look/feel nor the facilities of the 5* hotel.  Which do you choose after you have sampled them both by staying there?

Without hesitation I chose, and continue to choose the family owned/run restaurant: The Hotel Greinwald (www. hotel-greinwald.de) – a hotel in Marktoberdorf, Allgau region of Germany.  Why?  In one word: Family!

What I miss most when I travel on business (especially when I am staying away from home 4 nights a week is the feeling of being at home amongst family. And, this is the very feeling that I got from the moment of arrival to departure – every single week.  I would be greeted warmly usually by Gabi; Gabi and Eric, wife and husband, own and run the hotel with help form their son Martin.

Every encounter with the people who work there was a positive. For example, I got to know Quiran – the young man who often brought me cooked breakfast. Or Katerina, one of the waitresses who was such a delight to talk to.  And, not the only one – all the waitresses were.  Unfortunately, I cannot remember their names, though I do remember their faces, our conversations, and their kindness.

If you travel on business, then I ask you this: How many hoteliers have you reached out to since the start of covid=19, just to say “Hello, I wonder how you are doing given covid-19, I miss you and I hope to come back and stay with you as soon travel is possible!”  Zero, is my guess. Well that is the email I wrote and I addressed it to Gabi.

What happened? I got such a wonderful reply from Gabi’s son Martin as he is taking over from Gabi so that Gabi and Eric can do less.  He was delighted to hear from me.  He told me that Gabi and Eric are doing well. The financial impact of collapse of bookings. And the hope that things would get better soon…. And, I continue to think of the folks who own/run, and staff the Hotel Greinwald.  Every time I do, I find sheer gratitude present. And, I wish each/all of them well.

Hotel Greinwald Offers Six Customer Experience Lessons

What is it that makes The Hotel Greinwald excellent? Let me give you some of the moments that stand out:

1-The Welcome. Always great as in greeted enthusiastically. Recognised as a returning customer. Told (and I can see it is meant) something like “I/we are happy to see you again!”

2-Catering for my preferences without even being asked.  There are something like 22 rooms, I stayed in many of them, then I found my favourite. And, I told Gabi about my favourite. From that moment on, I am given that room if it is available. Fantastic – I didn’t ask for it, yet it happens, and I am grateful.

3-The people who work there.  I cannot ask to be greeted by and served by a more welcoming and helpful people. My German is poor. All the staff switched to English to make me feel comfortable. I was greeted with genuine warmth/smiles. They remembered my preferences without the need for any CRM system (there isn’t one!). They danced with me when I opened up a conversation beyond the role. For example, when I asked Katerina about her personal situation. And she told me that she is, divorced  and thus a single mother, with children.

4-The quality of the rooms. The bedrooms that I stayed in were excellent. Yes, there was a bed and a table to work at. And, there was more: comfortable sofa and/or lounge chair to sit in.  The bedrooms were spacious. The bathroom/toilet/shower area was spacious. And, everything was clean.

5-Generosity. When I stay at hotels I have to pay ridiculous prices if I am thirsty and want a bottle of water or a soft drink. At the Hotel Greinwald, this didn’t happen. A fridge on the 2nd floor was stocked with a range of drinks, and we, the guests, could go and help ourselves. No charge. Just a gift from the owners.

6-Exceptional care, going beyond the expected. One evening, I was downstair in the cafe/restaurant. I was with a group of people. We ordered.  The starter came, and we ate them. Unfortunately, it happened to be a Monday evening and every Monday 8pm I have a call that I do not miss because it is with a very special person in the US. As the clock hit 7:50, I left instructing my colleagues to ask Gabi to put the meal, for all of us, on my tab.  Whilst I was up in my bedroom, on the call with my friend, I heard knocking on the door. I opened it to find Gabi holding a tray with my meal on it. Surprise! Delight! Gratitude!

Recommendation

If you happen to be visiting the Allgau region of Germany, then I wholeheartedly, and without reservation, recommend staying at the Hotel Greinwald.  I have yet to come across a better people, a better experience – I have tried a number of hotels, and none comes close.

Finally, My Take On Where Corporates Are Going Wrong With The Customer Thing

Much of that which I see in the CX arena occurs as misguided to me.  Put bluntly, you can:

  • invest all you want in technology (e.g. CRM systems), and it will not make any real difference customer loyalty;
  • spend a lifetime designing and redesigning processes and you can keep an army of consultants busy/happy yet not make a dent in customer loyalty; and
  • change the organisational structure, play around with people’s job description, tinker with the performances etc and this will not make a dent in customer loyalty.

Why? Because your and your organisation are ‘in love with’ just about everything (revenues, profits, KPIs, strategy, processes, technology etc) but with those that truly matter:

  • your people – those who are vital to co-creating the customer’s experience; and
  • your customers – by this I mean the flesh & blood human beings (not customer segments, not personas).

Last but not least, you as in you and your organisation lack Soul.  I say Soul is decisive. If Soul is present then customers will forgive hiccups whether due to people issues, process issues, technology issues, or a combination of these. Without Soul, you can do pretty much everything correctly, and make no connection with the human heart – the basis of all loyalty.

I thank you for your listening. I wish you the very best.  Until the next time…

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