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Best Western aims to become customer care leader

February 21, 2007 | Hospitality Industry

Boston Consulting Group and Aspire Marketing work with Best Western to launch its comprehensive "I Care" customer care program, a long-range road map to ensure the brand's future growth and success.

Best Western International announced plans to develop a broad, long-range product strategy and also its comprehensive customer care approach to achieve its vision “to lead the industry in superior customer care” at its annual governors meeting in Las Vegas. The company has retained two leading consulting firms, the Boston Consulting Group (BCG) and Aspire Marketing & Training, to assist in these efforts.

“We are at the initial fact-collecting stage at this time,” said Charles Helm, chairman of the Best Western International. “Although BCG received valuable input from our governors last week, we are early in the process and BCG’s recommendations are not expected until a few months from now.”

The Boston Consulting Group, an international strategy and management consulting firm, will pursue member input, consumer research and competitive analysis in order to develop a long-range road map to ensure the brand’s future growth and success. Aspire Marketing, a global training and consulting organization, will also work with Best Western to launch its comprehensive “I Care” customer care program. The program uses a three-pronged approach involving company-wide training programs, customer care tracking and reporting systems and working with randomly selected hotels to test the next phase of training programs, focusing on employee culture and making every guest encounter special, memorable and magical.

“Our goal is to continue enhancing our brand image and drive long-term member value,” said David Kong, president and chief executive officer of Best Western International. “We want to insure that as an iconic and enduring brand since 1946, Best Western remains relevant and preferred for the next 60 years.”

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