Your secret brand buddy (page 2 of 2)

The Ritz Carlton as prepared. They set up special check-in counters, dedicated rooms, arranged kids programs, all in accord with the details listed by the buddies from the Maldives. Distress was kept to a minimum. Service was systematized, creating an authentic experience and fostering loyalty in one big dose.

There's much to be learned from this experience. If you happen to have a large number of customers, then of course it's a challenge to dedicate a staff member to take care of individual needs. But, as in any business, some of your customers are more valuable than others, and this is where the buddy concept may be of use.

To allocate responsibility for keeping an eye on customers to a real, live person might be a good idea. In theory, no valuable customer should be left to their own devices. Each one should have a buddy that will in time, become something of an alter ego in the situation.

The important thing to remember is to keep the buddy invisible. They should be constantly updated on the status of the customer in order to predict and solve problems before they arise. They can also then recommend other services or items, making cross-selling a regular occurrence. Most importantly, it is a buddy's responsibility to inform all relevant parties about the progress of this person.

It's a whole new way of servicing customers. It's also a concept that needs to be adapted to your particular line of business. But no matter if you are a hotel, a bank, a travel agency or a telco company, a buddy should be waiting in the corner. Not only to predict "glitches" before they happen, or to increase your sales, but to maintain your brand. Because in the end, the staff will be the people who create the true brand.