We announced that Posner had been selected as the advertising agency to introduce Manhattan’s new Setai Fifth Avenue, A Capella Managed Hotel. What the release did not say is what an honor it was to work with the legendary Horst Schulze, who had been at the helm of The Ritz-Carlton brand for over 20 years and is now presiding over West Paces Hotel Group.
During a recent presentation I was giving to the Capella Team on the marketing of the hotel’s spa, Mr. Schultz sat in. While reviewing recommendations to generate awareness and drive sales at its spa, Mr. Schulze interjected, “We only get one chance to make the customer experience so memorable and satisfying that they’ll come back again and again.”
What was so impressive to me was that he drove home his customer experience credo and reminded his team that while advertising and public relations was important to bring people in for the first time, what was equally important was repeat business.
As the hotel prepared for its official opening Mr. Schulze was an omni-present force. While personally I have only been on the premises intermittently, each time I have come in contact with the hotel staff I sensed his customer experience philosophy taking hold. Most recently I witnessed an example of his philosophy - observing that every member of the staff, no matter how senior or busy, were trained to take the extra time to graciously escort anyone visiting the hotel.
It seems simple enough, but in the present day of computer generated customer service solutions and overseas call centers it’s refreshing to receive true personal attention and pride in providing superior service. This philosophy doesn’t only bare fruit for a luxury hotelier, it’s something we all already know but rarely reinforce in our own worlds.
It inspired me.