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Crown Plaza’s Sleep Aid

November 20, 2007

You don’t have to be Tom’s Shoes to deliver a real, tangible value. Take, for instance, the Crown Plaza Hotel in Time’s Square, NYC.

When you stay there you don’t get a fruit basket, a bottle of wine, or turn-down service—all nice, but of no real value–you get a sleep aid package.

Beside the bed is a booklet with a CD and “drape clip” designed to keep even a peek-a-boo of light out of the room. The booklet details suggestions (from professionals) on how to get a better night’s sleep and the CD walks you through the process of going to sleep (“First, relax your toes”) including soothing music.

My friend and customer service expert Scott McKain would say this premium is a good step toward a great “customer experience.” He’d be right. More, it is a good example of giving the client something of consequential value.

Most hotels give you no more than shampoo to take home (remember the days before hotel shampoo?), but the Crown Plaza helped me sleep—both in New York and ever since. Okay, the clip was probably nothing more than a repurposed hair clip and the booklet /CD really didn’t cost all that much either. But what the Crown has provided me over time has been invaluable. More sleep.

It takes some creativity to elevate a premium from just another piece of ceramic or cotton to something of consequential value. Before my wife and I stayed at the CP, nearly a year ago, I had never heard of a “drape clip.” Since then, I’ve thought of the CP nearly every night thanks to education of a book, the soft, soulful sounds on a CD, and the clamping ability of a homely piece of plastic called a drape clip.

3 Comments leave one →
  1. Laura Durham Leach permalink
    November 21, 2007 11:04 am

    Question: Will your loyalty potentially be lost when you do not have a similar experience (expectation) with CP? What is the shelf life of consequential value? Is it an ingredient for generating “customers for life”?

  2. murat11 permalink
    November 23, 2007 5:57 pm

    Damn, David P. That Ms Leach certainly knows how to knock the pegs out from under a nicely crafted argument. Shelf life of consequential value? Hoolawd!

    As cool as the drape clip sounds, I’m not sure it qualifies on the same level as Tom’s shoes, just following (I hope I’m following) your own argument: the highest consequential value seems to involve real benefit beyond the transactional matrix between consumer and company, as with the Tom’s shoes heading for Argentina.

    Still and all, unique ideas for growing businesses and consciousnesses are always interesting.

    More importantly, welcome to Blogger Planet, where inconsequential value (go no further than Murat11 for proof) rules the roost.

    Peace.

  3. David P. Leach permalink
    November 25, 2007 5:30 pm

    Welcome Murat11!!

    Yes, Ms. Leach is always several steps ahead of me, always wanting to get to the bottom line. It’s one of the reasons I love her.

    Unfortunately, I can’t answer her questions yet. I’m a sales guy…what do I know? I’ll leave the matters of actual brand measurements to the professionals. I just want them to add a new category to study…and do.

    As I go forward, you’ll see that most examples fall comfortably in between the sublime and the, er, less-than-sublime.

    Keep reading, and send me anything you think should be noticed.

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