The Aspen Standard: Measuring CX & Unreasonable Hospitality with Katy Boughton

Trust Builders Podcast: for CX, EX and Marketing Professionals ♥ Adoreboard

This episode explores Aspen One's unique brand promise, rooted in a passion for the outdoors, personalized service, and employee empowerment.

Katy Boughton, Senior Customer Insights Manager at Aspen One, discusses how Aspen identifies and resolves customer pain points—such as rental delays and parking issues—through data-driven improvements. She highlights the role of on-mountain ambassadors, employee recognition programs, and sustainable practices, including employee housing and environmental initiatives.

The discussion emphasizes the importance of omnichannel experiences, seamless data integration, and adaptive strategies across seasons. Katy also shares best practices for building impactful customer experience (CX) programs, including thoughtful survey design and continuous feedback loops.

EPISODE HIGHLIGHTS

[01:45] Introduction to Katy and Aspen One's Brand Promise

[06:06] Aspen's Unique Approach

[13:29] Ambassadors and Personalized Service

[18:10] Recognition and Employee Engagement

[26:23] Seasonality and Adapting to Challenges

[30:01] Sustainability and Employee Involvement

[36:27] Key Principles for CX Programs

[44:27] Final Reflections and Advice

KEY TAKEAWAYS

1. Use customer surveys to identify pain areas like rentals or parking, then implement simple fixes.
2. Train and encourage employees to personalize service and go above and beyond.
3. Use guest feedback to spotlight and reward excellent employee service.
4. Integrate digital and in-person touchpoints for a seamless guest journey.
5. Align operations with eco-friendly practices—like solar power and local giving—to match brand values.

FAVORITE QUOTES

1. "Sometimes, with CX programs, people create a survey, and they think, 'Okay, it's set, it's done,' but I think surveys must be an ongoing evolution."
2. "Don't be afraid to ask your guests questions. I would encourage people not to be afraid to ask the questions."
3. "Environmental sustainability is woven through every single part of our business and what we do."
4. "We treat everyone the same, and when I say the same, we treat them all with a very high level of service."
5. "It can be your first time here, and you could have saved up years for this vacation, or you flew in on your private jet; it doesn't matter who you are—we want you to have the best vacation and time while you're here."

RESOURCES

Connect with Katy:

LinkedIn: linkedin.com/in/katyboughton/

#CustomerExperience #CXStrategy #HospitalityExcellence #EmployeeEmpowerment #SustainableHospitality #OmnichannelCX #CustomerInsights #GuestExperience #DataDrivenCX #EmployeeExperience #AI #CustomerJourney #SustainabilityInBusiness #TrustBuilding #CustomerFeedback

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Trust Builders Podcast 🚀
For CX, EX and Marketing Professionals
With your hosts, Chris Johnston (Founder and CEO of Emotion-AI and predictive insights plaftorm, Adoreboard) and Alex Genov (former Zappos, Customer Research Leader, Author & Keynote Speaker)