Exceptional is the world’s first brand realignment consultancy focused on the hospitality industry. At its heart, our work is about strengthening customer and employee loyalty by realigning your company’s brand touchpoints with your brand promise. It’s an investment with results you can see, through reduced complaints and increased positive ratings – and ultimately, in improvements to your bottom line.
ANNUAL RETURN GENERATED BY OUR SERVICES STARTS AT $270,000 PER YEAR16
Your ROI will be even juicier when you align your brand touchpoints with your company’s brand promise and redirect some of your current spending on marketing, advertising, and recruitment.
It’s never just a broken lock
WHAT IS A BRAND?
Your brand is what people say about you when you’re not in the room. What you promise a customer and what they experience must be aligned. When customers experience brand touchpoints that do not match your brand promise, people feel that disconnection deeply.
WHAT IS A BRAND TOUCHPOINT?
A brand touchpoint is any single interaction a customer or employee has with your business. This includes tangible things like that lock on the bathroom door, the food in a restaurant, or the way a room is decorated. It also includes experiences such as an interaction with a customer service representative, or with the company’s website. It’s in these many individual interactions that the success of a company is decided.
IT’S NOT JUST A BROKEN LOCK, IT’S ALSO A BROKEN BRAND PROMISE
In the conscious, rational mind, a broken lock on a washroom door is simply that: a broken lock on a washroom door. But in the subconscious, emotional mind, there is much more at stake. A broken lock can leave a customer feeling vulnerable and nervous — potentially exposed. If your hotel is promising luxury or relaxation, a broken lock is a jarring contradiction. The resulting disconnect between brand promise and customer experience creates emotions such as distrust (“They promised one thing, I’m getting another!”), impatience (“I’ll bet this is just one of many things that aren’t living up to their promises!”), and resentment (“I’m not getting what I paid for!”). It’s not just a broken lock, it’s also a broken brand promise.
We all make mistakes
We eliminate bad reviews before they happen
This was found in a resort restaurant in Mexico. We caught this and prevented it from blowing up on social media. Imagine!
We help you identify mistakes before they damage your brand and business
We don’t sit a desk far away and run a generic algorithm or produce a cookie-cutter report. We come to your location to learn, observe, and experience your staff culture and brand touchpoints firsthand. In person, we assess your service and facility as well as interview your staff. We then report on which user experiences (brand touchpoints) are damaging your reputation. We train your staff to be brand ambassadors and understand the importance of correcting misaligned touchpoints before they have impact (no more portable safes or “ass” signs).
ONE BAD REVIEW CAN COST YOUR BUSINESS $50,000 A YEAR.
Dissatisfied customers typically tell 9 to 15 other people about their experience; some tell 20 or more22.
About Exceptional
We realign all your services and facilities with your brand promise.
We increase your positive reviews on Trip Advisor.
We help you surpass your rivals.
1. Before Exceptional
Your customer has an experience that doesn’t live up to your brand’s promise. The resulting disconnect creates emotions such as distrust, impatience, and resentment, damaging your company’s reputation and impacting your bottom line.
2. Exceptional Experience
Research. Brand promise creation. Onsite inspection of services and facility. Employee interviews. Reporting. Brand training. Visual identity enhancement. Advanced Tripadvisor positioning.
3. Enhancing your Exceptional
You implement Exceptional’s Brand Touchpoint Analysis Recommendations.
4. Exceptional Outcomes
Reduced complaints. Increased customer and employee loyalty. Significant ROI. Repeat customers and referrals. Higher employee retention. Better brand recognition. Greater value for your business.
Insights
Consumers and potential employees are savvier than ever, aware of what it takes to earn their trust, loyalty, and hard-earned time and money. They are equipped with more brand awareness and have more distinguished preferences than ever before. This has created a culture of consumers willing, more-so now than ever before, to move on from a brand that fails to deliver on its promises after a disappointing brand interaction.
U.S. companies lose $136.8 billion per year due to avoidable consumer switching.1
A negative customer experience is the reason 86 percent of consumers quit doing business with a company.2
Investing in new customers is between 5 and 25 times more expensive than retaining existing ones.3
After having a positive experience with a company, 77% of customers would recommend it to a friend.4
Good customer experiences lead 42 percent of consumers to purchase again.5
93% of customers read online reviews before buying a product.7
Review interaction is up by 50% from pre-pandemic levels.8
74% of travelers visit Tripadvisor before booking direct.9
WHAT YOUR CUSTOMERS WILL REMEMBER MOST IS HOW YOU MADE THEM FEEL.
We often like to think that we’re very rational and logical. But we’re not.
