Grab More Market Share: How to Wrangle Business Away from Lazy Competitors

Branding and Service: The Perfect Storm

Successful market share thieves are able to finesse a high-pressure customer experience into low-pressure customer service to achieve the perfect “brand storm.”

Westin Hotels caused such a culture shift by introducing the Heavenly Bed in 1999. It's important to note that even though it had been a successful hotel chain since 1930, Westin didn't think of this idea. Travelers told Westin in a survey that the most important component of staying in a hotel was to get a good night's sleep. Working backward from that sentiment led to the idea of developing a comfier bed. Westin took the idea seriously and installed 52,000 beds in 39,500 guest rooms—an endeavor that cost the company $30 million. The wildly satisfied customers made the Heavenly Bed the new standard, essentially forcing other hotels into providing an equally satisfying experience. Sheraton now features the Sweet Slumber bed, Marriott has the Revive Collection, Disney offers the Resort Bed, Hilton showcases the Serenity Bed, and so on.

The Heavenly Bed not only changed the customer's expectations for a good night's sleep, it also became a wildly popular brand for Westin. To date, Westin has sold more than 32,000 Heavenly Beds at over $3,600 each. It can also sell you other Heavenly-branded products, from candles to dog collars. Strong brands like these are a profit center, not just a gimmick.