You know that age-old scenario with the man stuck in the labyrinth, who can’t find his way out? Well, there’s an online version of that—it’s the registration page that tells you there’s an error and you cannot continue, except the error is not with you, it’s with them.
Recently, I was shopping for a hotel in the San Diego area as I am planning to attend the DMA’s Annual Conference in October. Booking through the DMA’s site would ensure me a group rate, so I started perusing my options, sorting them by price.
One of the least expensive options was a hotel I had never heard of, but considering the property was only a 5 minute walk from the convention center, it was worth a closer look and the ad copy really intrigued me. Rather than simply extoling the hotel’s many features, I was given a peek at my life as a guest at their hotel: “When you are whisked up to your room, you’ll look out over the city, feeling like you belong here and that San Diego’s world is your oyster.” Sold! (Oh, and nice job getting me to picture myself as a happy customer.)
But then I began the booking process and a funny thing happened. After entering my guest details and confirming the rate and date, I was prompted to add my loyalty program ID number. Never one to pass up a deal, I clicked on the drop down menu to see if they would give me points with my favorite airline. Alas, my sole choice was the Kimpton InTouch loyalty program. Since I had never heard of it, I closed out of the menu. But it seems that InTouch was now selected, and I was unable to un-select it unless I put in my member number.
Abandon the transaction entirely? Another might have, but I—being the intrepid and inquisitive marketer that I am—jumped onto my second screen and researched the Kimpton InTouch program. (Did I mention I’m not one to pass up a deal?) It provided a simple registration form and the hope of instant use. But rather than getting a formulaic “welcome” email with membership number, a clever thing happened at the end of my registration process—a virtual membership card appeared on my screen, with my new InTouch loyalty number AND a downloadable V-card for Outlook. Genius!
In a split second, I downloaded and saved the V-card into my Outlook Contacts, and was delighted to know I would now have this number at my fingertips whenever booking with Kimpton again. And if the San Diego experience turned out to be as fabulous as promised, it was highly likely I would.
A simple copy from one screen and pasted to the other, and my booking process was back on track.
But what was equally interesting about the Kimpton InTouch registration form was this statement and request near the bottom of the form:
We love being fans and friends of our members. Please help us stay InTouch with you.
It then asked for my URL/Website/Blog and Twitter handle. Certainly this boutique hotel group was not planning to visit my company’s website and follow me on Twitter? Or was it?
It’s now a week later and Kimpton Hotels is not following me on Twitter, but for a brief moment I felt like the most interesting customer in the world. On the other hand, what is Kimpton planning to do with this information? Tweet me after my stay? Encourage me to tweet about my experience while a guest?
Check back with this column in October and find out. I’ll be impressed if Kimpton comes through with something that makes me feel like the most interesting customer in their world.