Is there a better award than Customer satisfaction for a business?

Think of a hotel or rather a resort ( A ). Great location but not so friendly staff. Good food but the guests appear rushed. The hotel charges exorbitant amounts both for stay and food . When you review this hotel on a travel site, the reply you hear from their manager is in this template. Problem No 1: “I am sorry that …… happened to you. Here is the reason……( and why we are best in the businesses, we received X award last year you see, you smug man, for nothing). (We served you, we helped you, we feed you but you dare complain)However we apologize that you had to go through …… ( but still we did our best). Problem No 2: “I am sorry that …… happened to you. Here is the reason……( and why we are best in the businesses, we received X award last year you see, you smug man, for nothing). (We served you, we helped you, we feed you but you dare complain)However we apologize that you had to go through …… ( but still we did our best). Problem No 3: “I am sorry that …… happened to you. blah blah blah Consider hotel ( B ). Simple location, no fancy food and extremely friendly staff.
  1. “Sir how are you? I remember you came here two years back”. “Really?”
  2. “We waited an extra hour for your lunch, we know people do get confused driving in the hills”
  3. “Sir can we have your feedback? How was your stay?”
I cannot imagine giving feedback to "B”  All they have is “Great” written everywhere. I tell them “You are perfect, you do not need feedback” . They smile. They are perfect. They understand customers. Though they are not rich or corporatized as A, they know what makes a great business. They don't get any awards and frankly they don't care. They get all the accolades. Winning lessons :
  • Putting customer way above any thing else.
  • Taking feedback seriously and making changes.
  • Your satisfied, returning customers are your achievements, not some awards.

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