Many leaders ask: how do we nurture the spirit of innovation to stay a step ahead of the competition?
When Micheline, one of the leading global tyre manufacturers, wanted to stay relevant and create customer loyalty, it asked: how do we create a great travel experience while deepening customer engagement. The answer was effective execution of the idea of publishing authoritative a travel guide, with detailed information about car tyre repair centres, mechanics locations, good restaurants, and other directions of where to find what.
With the invention of mobile phones and the yellow book, the Micheline travel guide started losing demand. This was made worse by World War 1. But innovators always look for novel ideas. Micheline decided to focus on rating hotels based on the quality of their services.
Micheline partnered with local food experts and testers who would anonymously visit restaurants like any other regular guest, taste the food and available services, and write reviews based on a standard guide of quality services. They would then rate restaurants; as 1, 2 or 3 stars, to mean the following:
1 Star: A very good restaurant in its category.
2 Stars: Excellent cooking, worth a detour.
3 Stars: Exceptional cuisine, worth a special journey.
Today, the Micheline restaurant rating guide is one of the most respected guides in the world. A tyre company defines the hospitality industry trends and influences strategy and everything.
That is strategic thinking.
Travellers love it. This deepens brand loyalty and engagement.
How are you thinking to win in your business?
Copyright Mustapha B Mugisa, Mr Strategy. All rights reserved.
