Customer Research Success -- Witnessed Firsthand

I am addressing the following because it is a good example of what I believe in getting close to the consumer. That is, using the consumer to develop a winning strategy in the marketplace. Unlike most in industry today, this company used research as a learning and understanding tool.

Recently I became aware of a new chain of hotels, Sumner Suites, developed by Showlodge of Gallatin, Tennessee. In 1976, Showlodge developed a popular, conventional, mid-priced, national chain of motels. They followed that program with the development of an all-suites, hotel concept. Using these resources, they undertook a program to identify the customers' needs and desires, lacking in either of their two current businesses. The results of this research led to the concept of the "Sumner Suites."

Their concept of "a more refined way to travel" takes the all-suite hotel concept to a new level of quality accommodations at a superior value. I found first-class accommodations with attention to small details; such as how they maximized the use of space in the rooms and added quality appointments. Even the music in the lobby and dining area was given special attention, signaling quality. Upon entering the lobby, I was impressed with the feeling of elegance and space. The suites include a well-appointed bedroom, living room, kitchen and work area. Both phones had data ports. The hotel also offered a complete exercise room, pool, complimentary deluxe continental breakfast and newspaper at your door. All this for about the cost of a conventional room in a national motel chain.

From my point of view, Sumner Suites is a good example of how a company can utilize their customers to enhance their market position.

Oops -- I Goofed

In my last Views, "Response to Real Numbers or Estimates," I neglected to put SPONSORED BY SORENSEN ASSOCIATES, TROUTDALE, OREGON, at the bottom of the page as I usually do. Mr. Sorensen is continuing to sponsor my Views, as well as a number of my lectures, both corporately and at universities such as in the past couple of weeks, a visit to Coors and General Mills. He will also be paying my expenses for a lecture at Bently University and the Boston AMA meeting next week, along with a lecture and tutorial meeting with the Portland AMA in a couple of weeks. I will be forever grateful to Ms. Dianne Altman-Weaver of General Mills for introducing me to Herb.