Front-line body-language training: Deepening the understanding of the customer say-do gap?

Here’s an interesting take on gathering and responding to customer information and “behavioral data,” as it were–right at the front-line level. Affinia Hotels–a nine-location group operating in Manhattan, Chicago and Washington DC–has just introduced a “Tender Loving Comfort” (TLC) program. The initiative is led by the company’s Chief Comfort Officer, Christina Denihan, who “will be interacting with guests, overseeing a TLC Crew at each hotel, sourcing unique items to be offered brand-wide, and serving as a curator of comfy content on the social networks,” according to a release.

As well, the hotels sponsor a daily Comfort Hour, with snacks and access to a “Comfort Cart” that sports new amenities, such as tech gear and new pillows, that customers can test and rate. “Top-rated amenities will be rolled out across the brand via MyAffinia, the company’s online customization program.”

What’s most interesting–and here’s where the “behavioral data” comes in–is how the “TLC Crew” is trained. “Earlier this year, Affinia Hotels partnered with Body Language Expert Patti Wood to train all front-office managers, guest-service agents, bellmen, doormen, housekeeping staff and concierges to be comfortable engaging guests, and to know how and when to approach and respond by giving them space, a simple smile or expediting the check-in process, depending on their needs.”

All in all, this is an intriguing mix of gathering data and information to insightfully engage customers with relevent and responsive customer service and personalization.

So, I ask, is this a new way to shed light on the classic concept of the customer “say-do” gap? After all, the “do” part is embodied–literally–by body language.