What does it really mean to offer an exceptional customer experience? Many organizations claim to do this, but often fall victim to a lack of ingenuity and inability to see solutions outside their industry safe zones.
For Cloudrock, a high-end development in the middle of the high Utah desert, mediocre service was not an option. Cloudrock came to us to build a brand that truly resonated with their vision. We were tasked with facilitating a customer experience that matched the luxury aspirations that Cloudrock had in mind for their up-and-coming desert community.
After thoroughly examining the experience, we realized that while the destination was truly something special, the journey required to reach Cloudrock could create more than a few problems. The drive to Cloudrock in Moab, UT takes a daunting 5 hours from the nearest airport and passes through dull, inglorious scenery. It would be easy for potential buyers to form negative judgments before ever getting to experience the untouched beauty that awaits them. Moab is a place where you need to know the lay of the land and the secrets of the locals to truly appreciate its full potential.
Our solution was to give Cloudrock a way to control the potential buyer's initial experience when coming to Moab, UT. The plan was to give visitors direct access to the best kept parts of Moab that might be missed on a self-governed tour, while minimizing the possibility of negative experiences on the trip there.
We accomplished this through the invention of a new position that we dubbed the "Adventure Concierge". This person's sole responsibility was to work as a personal travel planner—making contact with any potential buyers wanting to view Cloudrock in-person and tailoring their experience based on interest and lifestyle. We devised a kit for the adventure concierge to assemble for each new prospective buyer— containing an itinerary, restaurants and shops of interest, pre-scheduled adventure activities, travel plans, promotional items and anything else they might need to effortlessly maximize their visit to Moab.
We further expanded on this experience by encouraging Cloudrock to purchase two Landrovers that would be waiting at the airport for potential buyers to use. In addition to making their trip more effortless, this also gave the adventure concierge the ability to pre-program the Rover's GPS to take visitors to Moab along the most scenic route possible, alerting them to points of interest along the way.