Listening Is Step Number One On The Road To Superior Customer Service

Travelers need an outlet to vent when their hotel, rental car or airline experience goes astray. My Twitter feed, for one, is full of such complaints, which sadly are sorely out of context. I understand the need to vent, but why subject me (and others) to your anger at a particular service provider, when the goal is to get the attention of someone who can make a difference for you?

Starting now, when you stay at a Starwood property–whose hotel brands include Sheraton, Westin and St. Regis–you can add your written compliments or frustrations to the brands’ websites.

According to Los Angeles Times, only guests who type in their reservation confirmation number can submit reviews, and Starwood officials promise not to block negative reviews.

Starwood is also looking at this customer-generated feedback to help ensure that they are tuned in to the opinions of guests. But the reviews are also consumer-to-consumer marketing, as the content can help prospective guests plan their getaway or business trip.

Radical transparency for the win.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.