Sumantri - Ideation article - Last Connection(5)

Ideation article -The Last Connection
By Sumantri

Boyfriend and girlfriend may breakup, husband and wife may divorce and your friends may be away or forgotten you! But NOT SHERATON/Starwood

Brief on ideas:
To create a birthday card and send to those as our loyal Sheraton /Starwood customers whole life relationship as long as he/she lives. This birthday card could become the last connection that no others companies, organizations or even individuals with strong relationship can do this No fail, No miss or late of sending a birthday card to he/she every year to have a connection and continue the relationship.

Eligible Customer Applicable:
Who is eligible in this program? How are we to determine a “very loyal Customer” of this program?

Illustration

Mr. Abbe is a Japanese businessman who been traveling around the world and always stay at Sheraton hotel or other Starwood property.
Mr. Abbe had spent 30 years outside Japan. He had spent a minimum of 36 rooms night per year with average spending of $5400 each year.

Mr. Abbe now 55 years old in his pension age and going to be retired soon. So during his last stayed with Sheraton hotel, he informed that he will be retired soon and no more traveling and working overseas but will stay permanently in Japan with wife and his children.

With fast track of his history staying with the hotel, we can determine either Mr.Abbe is eligible in this program based on the calculation of his stays with the hotel for the past 30 years as a loyal customer with Sheraton / Starwood hotels. The calculation is to include how many room nights he stays, total amount that he spend and other terms of staying ( may apply for Food & Beverage )







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Cost Illustration

We assume that Mr. Abbe would live until his age of 75 years old before he died, means he will still have the possibility to live and enjoy for another 20 years. If Sheraton build the last connection relationship with him by sending him a birthday card until he die, that’s mean he will received 20 Sheraton / Starwood birthday cards in 20 years until his last connection with us. Assuming one birthday card cost $3 plus 0.30 cent stamp per delivery, the total cost of 20 times sending will be at $66 ( $3.30 x 20 years )

To calculate how much he spent within 30 years with Sheraton:
$ 5400 x 1080 rooms night : $ 5 832 000 for 30 years. It is worth to spend just $66 for a 20 years whole life relationship built between Sheraton and Mr. Abbe until his last connection – see the benefit expectation illustration

Mr. Abbe illustration is shown how that he is eligible /entitled for this program.


Eliminate error or zero error system

Computer application is very necessary to determine who entitle and who suppose to send to. It should be link to all sheraton/starwood around the world where each respective property able to confirm that the customer is eligibility of this program.

Who is responsible?

The nearest Sheraton / Starwood property is responsible to send a life time birthday card to customer permanent address.

Benefits Expectation

When I was a kid, my father always brought me to “Pancoran barbershop” every twice a month to cut my hair. I remembered my father always tell the hair dresser what kind of hair styling appropriate for me. Unfortunately he had to repeat every time and many time it would still happened the something that not what he wants. Sometime he even complaint he saw my hair unbalance but my father still bring me to the same barbershop all the time until my age 12 years.

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I am in my teenage year. I am still going to the same barbershop.
I realized that my father decision to choose pancoran barbershop has influenced me to make the same decision to use the same barbershop.


I believe somewhere outside, there are plenty of people including all of you when you choose something or decide to use something most of the time without releasing the decision could be influenced from our family.

Often people say;
‘ I like this bread cause my mom always buy from Tulip Bread House’.

I like nasi lemak from “Kedai Umi “cause my mom always buy from there.

My father always brings us to eat dim sum on certain occasion at Hua Hua restaurant,that’s Why I like that restaurant.


The above illustration reflected that decision made influenced by the family. A person who adopted influences decision from family basically made more emotional decision rather then intellectual decision in this case. It is important to build a long term relationship with each Sheraton / Starwood costumers so as their natural expectation come from this program that the next generation of the customers will continue the tradition of using Sheraton/ Starwood service.

If a relationship built, assure it can stay be a whole life relationship. It definitely will reflect and influence the family. Once you get the father it will influence the wife, once you get the mother it will influence the son, sister, brother and the rest of family and so on.

Back to Mr. Abbe case, lets continue to surprise our customers and let us build a whole life relationship with him even though Mr.Abbe will no longer working until he no longer live, because it will influence his family to continue to use Sheraton/Starwood as a tradition.





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I asked myself how far my family influenced my behaviors or decision in selecting to use one of the products that I could get used to it until now without any problem.

Items Influenced by

XXX baby powder mother
Kapal api coffee Father
XXXX sarong Mother
XXX toothpaste Mother
XXX mie instant Mother
XXX Batik Mother
Etc....etc




Ask yourself the same thing and make the list who that you have been influenced

Items Influenced by

1........
2.........
3........
4..........
5.......









“It is good when you know your customer is satisfying
It is great when you noticed your customer keeps coming back
It is perfect when you recognize both them at all time”

(Sumantri – Hotelier)