Sometimes the truth hits you so sharply and strongly that it becomes impossible to ignore. During a recent visit to the Doubletree Hotel in Madison Wisconsin I was fortunate to find myself chatting with Moria, the hotel’s assistant front desk manger about the hotel’s excellent customer experience. I told her how impressed I was with the service and overall experience and her reply was so unforgettable that I decided to use it as the title for this article. She said six simple yet extremely powerful words. “Customers – without them we are nothing.” Her tone was so matter of fact as if she were stating an obvious truth.

I wanted to dedicate an article to the inspirational people at the Doubletree in Madison who reminded this jaded and extremely frequent traveler about the power of customer experience and how truly simple it is to deliver a great experience to thousands of guests who pass through their doors.

Prior to arriving at the Doubletree in Madison, I had been visiting a client in Ann Arbor, Michigan. My hotel experience in Ann Arbor couldn’t have been any more different that the one I received in Madison. In Michigan, I tried accessing the hotel pool at 5:45 AM, fifteen minutes prior to the official opening hour. The reply I received from the individual at the reception desk was cold and informal. “You have to wait until 6 AM.” This employee didn’t even bother to look up from the computer monitor as he uttered these disheartening words.

Upon my arrival in Madison, I was picked up by a cheerful and smiling shuttle driver who inquired about my flight and the reason for my trip. When I told him that I would be spending some time at the University of Wisconsin, he immediately suggested that I register for a complimentary hotel shuttle to the university. Not content with his suggestion, he accompanied me into the hotel lobby where he personally made these travel arrangements. The staff at reception was equally welcoming and cheerful, and provided me with their signature, delicious chocolate chip cookie. When I inquired about accessing their swimming pool outside of the regular hours, I was told to “just give us a shout and we’ll take care of it.”
The following day my shuttle to the university was ready. Noticing that I had luggage with me, the hotel staff suggested that I leave it at the hotel and that they bring it with them when they would pick me up later in the day to take me back to the airport. Of course, with every interaction I was offered one of their chocolate chip cookies. Sensing an opportunity to test their customer centricity, I declined their offer for a cookie but requested that they bring one when they would pick me up for the trip to the airport. Shannon promised that it would be there and true to her word, along with another cheerful driver and my luggage was that delicious cookie. The cookie was there despite the fact that the driver who picked me up was on the afternoon shift. During my ride back to the airport, Moria kept reminding me of the key to the Doubletree’s wonderful customer experience. “Customers – without them we are nothing.” This simple truth all too often escapes too many companies and their employees. Somehow they forget the reason they’re in business.

What were the key elements that made my experience (and I suspect the experience of their other guests) so great?

• They anticipated my needs (i.e. shuttle to university and airport) 
• They were proactive (i.e. reserving a spot on the shuttle at my preferred time) 
• They were flexible (i.e. opening the pool before regular hours)
• They were consistently excellent. I still clearly recall the names of the individuals with whom I interacted – Carl, Nick, Liz, Shannon and Moria – more names at this one hotel that at the last 50 hotels I stayed at combined!
• They paid attention to the smallest detail (i.e. that I shouldn’t have to drag my luggage with me all day)
• They offered an extra touch (i.e. the chocolate chip cookie)
• They delivered a great experience across shifts (i.e. transferring responsibility for the commitments made by the previous shift)
• They kept their promises (i.e. the chocolate chip cookie on the way to the airport)

This incredible experience wasn’t made possible by huge budgets, nor by demanding concessions from a senior manger. It was made possible by people on the front line. Their attitude was second to none. During every interaction I felt constant care and concern from each employee. This attitude was nothing more than a reflection of a button that they all wear with nothing but the number “10.” Upon my arrival to my room I soon found out the meaning behind this number “10.” A note on my bed stated that should I feel unable to rank employees “10” in performance, I should immediately notify a manager. This hotel raised the bar of performance and expects that each employee achieve this level of performance every day. They visibly communicate to guests and employees alike that they expect nothing less than excellence. This hotel is simply unwilling to compromise on their high standards and expect their employees to perform accordingly. At the Madison Doubletree the bar is set high.

How high is your bar? Is this bar visible and clear to your employees and customers?