How Customers Saying "No" Can Become a Consumer Experience "Yes" | Fast Company


Every industry has its issues it gets hung up on. Hospitality has many--shower soap is just one of them. Determining whether to switch shower soap from a bar to a bulk dispenser consumes an inordinate amount of energy. Switching would save a hotel over $4 a day per room. But if your ask consumers, they'll tell you they prefer bar soap. They will describe how bulk dispensers remind them of truck stops and how gross those bathrooms are and how once in a truck stop... A lot of companies would listen to this and stick with the bar soap. It's easy. The customer said they wanted it.

starwood soapStarwood didn't listen. It redefined bulk dispensing by putting its Bliss branded spa products in a redesigned dispenser and connecting it to an overall story of cheap-chic modern travel. In the process they enhanced the customer experience and pocketed $4 per room.

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