Case Study: Best Western Great Britain Wins Validation For Customer Experience Strategy

In 2010, Best Western International in Great Britain was a midmarket brand struggling to stand out in a sea of budget hotels and prove its value to customers. Partnering with customer experience consultancy Smith+Co, Best Western designed a way to deliver a differentiated customer experience aligned with its new "Hotels with personality" campaign. The real challenge, however, was gaining acceptance for the strategy from Best Western's board of directors. With a business case built on incremental successes and defined business outcomes, Best Western was able to win approval for its customer experience initiatives and is already seeing improved customer perceptions and financial returns.