Response And Responsibility

A few months ago, Marriott, a respected global brand, sent a letter to all its customers through its President and CEO, Arne Sorenson. The letter, shared in parts here, exemplifies Marriott as a responsive and responsible brand.

‘For more than 90 years, Marriott has lived by a core value established by our founder, JW Marriott, Sr., to “take care of our guests and associates.” This enduring value guides us as we face the difficult challenge of responding to the coronavirus (COVID-19), which the World Health Organization declared a pandemic.

In this climate, we know travel may not be your first thought, but I want you to know the safety of our guests and associates is our top priority. I want to thank you in advance for putting your trust in Marriott as you plan for future travels. Below is an update on what we are doing, keeping your safety at the top of your mind.’

You should have confidence when you book a stay at any of our hotels across the globe that we are doing everything we can to have accommodations ready for you.

Given the impact of COVID-19 on how we work, socialise, and travel, we have been adapting our cancellation policy over the past several weeks to the evolving nature of this epidemic. Today, we are updating our policy to provide our customers with the most flexibility we can offer during these challenging times.

We recognize that the COVID-19 virus has required all of us to be more mindful as we go through our regular activities. Daily, our hotels around the world are working to ensure that they meet the latest guidance from the CDC and WHO on hygiene and cleaning.

We are focused on how the coronavirus is impacting our Marriott Bonvoy Members and have made some important updates to our loyalty program to provide greater flexibility when planning future travel.

We recognize that these are unsettling times and whether you are traveling now or in the future, we want you to know that your safety and wellbeing are our first priority.

Whenever you travel, we are waiting with open doors and open hearts to serve you.

Marriott had given a quick response and shown mature responsibility.

Starbucks, a good brand, had sent a communication to all its customers from their CEO, Kevin Johnson. The letter, shared in part here, shows Starbucks to be a responsive and responsible brand.

At Starbucks, we believe it is our role and responsibility during this time to prioritize two things: the health and well-being of our customers and partners while also playing a constructive role in supporting local health officials and government leaders as they work to contain the virus.

You may be aware that over the last few weeks we have taken a series of precautionary steps in response to this developing public health impact, including increased cleaning and sanitizing procedures for our stores. We have also prepared our stores to respond quickly to any emerging situation, leveraging the considerable insights we’ve gained from our experience in China, where we continue to see encouraging signs of recovery with over 90 per cent of stores reopened.

We appreciate your understanding that, as a customer, your Starbucks experience may look different as we navigate through this time together. While we are currently maintaining regular operations across the US and Canada, our stores are prepared to modify operations with options that still allow us to serve you your favorite beverage and food.

This means that as we navigate this dynamic situation community-by-community and store-by-store, we may adapt the store experience by limiting seating to improve social distancing, enable mobile order-only scenarios for pickup via the Starbucks App or delivery via Uber Eats, or in some cases only the Drive Thru will be open.

As a last resort, we will close a store if we feel it is in the best interest of our customers and partners, or if we are directed to do so by government authorities. In any such situation, we expect store disruption to be temporary.

Thank you for being a loyal customer. It is our intent to remain transparent, providing the latest information.

Starbucks’ resilience is owed to its unwavering mission to inspire and nurture the human spirit – one person, one cup, and one neighbourhood at a time.

We are privileged to serve you and your community and look forward to seeing you soon.

Starbucks had responded promptly, expressing its deep responsibility towards customers.

Taj Hotels, a good brand, had written to all its customers through Renu Basu, Sr Vice President, Global Sales and Marketing, about the sanitisation of all areas and body temperature checks for everyone visiting their premises, using non-invasive laser thermometers and increased access to alcohol-based hand sanitizers across locations.

In addition, they had emphasised that they will be taking an informed, attentive, and careful approach to the situation. However, emphasis in the Taj letter was about living up to their values of integrity, unity, responsibility, and pioneering spirit, even when faced with challenges. They had stressed that the safety and well-being of their guests were of paramount importance to Taj.

The Taj’s response and responsibility make it a loved brand.

Hilton Hotels, a good brand, had sent a communication to all its customers, assuring them of the best services in this time of crisis through their President & CEO, Chris Nassetta. The letter, shared in part here, shows Hilton to be a responsive and responsible brand.

‘In these uncertain times, I wanted to reach out to you personally about what we are doing here at Hilton to support you and your travel plans. As the situation around novel coronavirus (COVID-19) continues to evolve, we are doing everything we can to ensure your travel safety and provide maximum flexibility.

As it has always been, the safety and security of our guests and team members remains our highest priority. We take great pride in maintaining the highest standards of cleanliness and hygiene. In response to the coronavirus, we have taken additional measures developed in consultation with global and local public health authorities (including the WHO and CDC) to make our cleaning and hygiene protocols even more rigorous.

• Our hotel teams are receiving ongoing briefings and enhanced operating protocols.
• We have increased the frequency of cleaning our public areas (including lobbies, elevators, door handles, public bathrooms, etc.) and have continued the use of hospital-grade disinfectant.
• We will continue to adjust food and beverage service in accordance with current food safety recommendations.
• We have increased the deployment of antibacterial hand sanitizers.

We have activated our regional and global response teams to provide around-the-clock assistance to our hotels and are prepared to act swiftly should we be alerted to a case of coronavirus at one of our properties.

At Hilton, we believe it is in challenging times like these that the power of hospitality is needed most of all. Whether you are traveling now or in the future, our team members are ready to welcome you with the Hilton hospitality you’ve come to expect.’

This letter shows Hilton’s prompt response to be responsible towards customers.

D’Mart, a good brand in India, had sent a communication to all its customers about the care they are taking to ensure the best servicing experience to their customers. This is valuable in this time of crisis. D’Mart is a responsive and responsible brand.

All good brands have been able to give a quick response and express their responsibility towards their customers. What is important to learn in brand marketing strategy from these crises, and from the behavior of good brands, is that they have done the following:

• Ideate: Each of the good brands has come up with ideas for making the customer experience safe, pleasing, and convenient in a time of crisis. Of course, each of the ideas is relevant to their own industry.
• Educate: Each of the good brands has gone all the way to educate their customers about hygiene and safety while ensuring a pleasant experience with their brand.
• Negate: Each of the good brands has been responsible enough to negate any rumors causing panic during this time of crisis. Negating rumors has a calming effect on the customer.
• Placate: Each of the good brands has made it a point to placate its customers in this time of crisis through the earlier three strategies—Ideate, Educate, and Negate—leading to calm and reassured customers.

In times of such crises, good brands have shown quick response and mature responsibility in assuring and reassuring their customers.

This is what good brands are made up of!