We in Hospitality have many sides, scenes and slices, particularly under that umbrella of Retail. Our mantra is “the Experience”. Just imagine how we could change a life (or lives) if only we stepped out of that box every once in a while, tapping into our community or one of the many organizations which reflect upon our constituency of guests and prospects.
Here is a very cool example. The Make-A-Wish Foundation and the San Jose Sharks, a National Hockey League team, made a dream come true for an 18 year old young man, Sam Tageson, who also has had a congenital heart condition since birth. Sam is a Sharks fan, and the team actually made him a team member for one day. In uniform he skated with them, “hung out” in the locker room, was a player. What a great, memorable experience for Sam. Check out the video!
Being creative with our Brand costs nothing, other than a little energy. We, as an industry, have such a cornucopia of gifts, adventures, pleasures. Who could benefit?
We probably already support those many community activities, such as Girl Scouts, Little League, local charitable organizations, along with some national groups. No doubt we have some policies about who we will support and certainly some guidelines for those seeking that support. We may even have a contributions budget. All well and good! Consider taking the next step, do something different, maybe even extraordinary – stretch, become innovative.
Everyone benefits. Naturally, the recipient does, but it goes way beyond that. Your Brand glows, your community is thankful and your employees burst with pride. More and more, people are interested in companies which stand for something good and who place their clout behind that statement or movement. It really is pretty simple to understand the ramifications of your action. Test the waters!
John Hendrie is the author of the LRA blog 'A Guy Walks In'. LRA is a leading research and consulting company in the emerging discipline of Customer Experience Management (CEM). We work with our clients to help them design and deliver consistently exceptional customer experiences in order to drive customer satisfaction, loyalty and advocacy, and company growth and profitability. We have built a range of quality assurance, mystery shopping, research, training and consulting solutions to help them do so.
Today, we are a growing company operating in more than 120 countries throughout the world, servicing our clients from offices and resources in the Americas, EMEA and Asia Pacific regions and helping clients such as Starwood Hotels & Resorts Worldwide, the National Football League, Avis Budget Group, Madison Square Garden, the Cosmopolitan of Las Vegas and Mandarin Oriental Hotel Group deliver exceptional customer experiences. Every touch. Every time. For more information, visit www.LRAworldwide.com.
Logos, product and company names mentioned are the property of their respective owners.