BOARD PERSPECTIVE
BY ERICA SANCHEZ , BOARD MEMBER
The Next BIG Idea
Elevating Customer Experience : From Impressions to WOW Moments
The customer experience ( CX ) journey , from initial tour to move-out , directly impacts the bottom line . In an era of unprecedented unit deliveries , enticing amenities , and economic challenges , creating exceptional CX is nonnegotiable .
The story of Joshie the Giraffe at Ritz-Carlton serves as a shining example of exceeding customer expectations . I love telling this story when I am wanting to bring some extra motivation to a team . The Hurn ’ s family got back home from their vacation only to find that their youngest son ’ s giraffe was left behind at the hotel .
The Ritz Carlton called Mr . Hurn to let him know that the giraffe had been found and they would send him home . Going beyond retrieving a forgotten toy , the Ritz-Carlton crafted a memorable experience by documenting Joshie ' s time at the hotel . The Ritz- Carlton sent Joshie back home along with a binder of photos to the family showing him having a " spa day ", relaxing by the pool , helping security with their tasks and driving a golf cart to some much-needed beach adventures . This is a great example of not only creating a great customer experience but exceeding it .
In a previous professional endeavor , I had the privilege of implementing the Ritz-Carlton experience at one of our client ' s properties . Through tailored training and workshops , our teams embraced the best practices synonymous with the Ritz-Carlton brand . The result was a transformative culture of excellence , where our teams consistently delivered memorable moments week after week .
Fueled by authenticity and empowerment , our teams became adept at handling diverse customer issues effectively . The infusion of the Ritz- Carlton ethos elevated our customer service to unparalleled heights , leaving a lasting impression on residents and fostering a culture of excellence that resonated throughout the property .
The Joshie the Giraffe story , coupled with the successful integration of Ritz-Carlton ' s principles into our own operations , underscores the transformative power of customercentric approaches .
By going above and beyond , we not only create great customer experiences but indelible memories that define the essence of exceptional service .
The challenge for 2024 is clear : What WOW moments are you creating for both residents and team members ? Will you come up with the next BIG idea ?
In the multifamily industry , the freedom to be creative is a powerful asset . It enables the implementation of new ideas , thinking beyond conventional boundaries , and fostering a culture of spontaneity . As we navigate the challenges of 2024 , let ' s introduce fresh concepts and create WOW moments that resonate , leaving lasting impressions . In the multifamily housing industry , let ' s ensure those feelings are filled with inspiration , innovation , and unparalleled customer delight . The world is at your fingertips !
Erica Sanchez is Regional Director of Operations at Centerspace
6 | TRENDS MARCH 2024 www . aamdhq . org