When I contacted Hyatt Concierge about my problem with promotional certificates, they were apologetic and helped me with my problem. They didn't have to help me because it was my credit card issuer -- Chase -- that had sent me the misleading promotions. Of course Chase didn't want to help me at all. They gave me a bureaucratic runaround.
Now, Hyatt has a better place in my mind, and Chase has a worse place. Hyatt redeemed their premium brand image. Chase still seems cheap and out of touch with consumers in my mind.
This is a great lesson in branding and the power of customer service to reinforce a brand image.
Showing posts with label Hyatt. Show all posts
Showing posts with label Hyatt. Show all posts
Thursday, June 18, 2009
Monday, June 15, 2009
Hyatt Needs Lessons in Maintaining Its Brand Image
John Wallis, Hyatt's head of global marketing, has announced a massive global marketing effort. They want to build the brand to overcome the effects of the recession. Hyatt has even opened a Twitter account so people can use Twitter to arrange concierge services. But that isn't going to do much when Hyatt's loyalty cross promotions and customer service cheapen the Hyatt brand image.
Our family signed up for a promotion to stay in a Hyatt Resort or Hotel anywhere in the world, via a credit card reward program. After spending thousands of dollars on our card and receiving our promotional certificates, we tried to book Hyatt stays in four different cities, only to be told our certificates were no good. When we complained to customer service, we got back a letter filled with grammatical mistakes and sentences that were non sequiturs. Hyatt’s letter explained their way out of honoring our certificates through technicalities. The certificates are the lowest-level, redeemable in places such as airport locations and frequently visited spots like Uzbekistan. This is no way to build trial or loyalty. In recent travels, we drove past the two of Hyatts where our certificates were not welcome, and we just shook our heads.
Our image of Hyatt has been truly damaged. We feel disappointed and cheated. Mr. Wallis needs to look into how Hyatt runs promotions and customer service, if he wants to build his brand.
Our family signed up for a promotion to stay in a Hyatt Resort or Hotel anywhere in the world, via a credit card reward program. After spending thousands of dollars on our card and receiving our promotional certificates, we tried to book Hyatt stays in four different cities, only to be told our certificates were no good. When we complained to customer service, we got back a letter filled with grammatical mistakes and sentences that were non sequiturs. Hyatt’s letter explained their way out of honoring our certificates through technicalities. The certificates are the lowest-level, redeemable in places such as airport locations and frequently visited spots like Uzbekistan. This is no way to build trial or loyalty. In recent travels, we drove past the two of Hyatts where our certificates were not welcome, and we just shook our heads.
Our image of Hyatt has been truly damaged. We feel disappointed and cheated. Mr. Wallis needs to look into how Hyatt runs promotions and customer service, if he wants to build his brand.
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