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To offer an excellent customer experience and win customer loyalty, it is imperative that brands take a top-down approach. Leveraging the support of executive leadership can align the goals of the company with the needs of the customer. This can help ensure that customer experience is consistently communicated as a leading priority and embraced as a philosophy across the entire organization.
In an effort to reaffirm its commitment to customer experience and loyalty, Marriott International Asia Pacific recently made a significant addition to its senior level staff. Anka Twum-Baah has just been named the new Vice President of Customer Loyalty & Content.
In her new role, Twum-Baah will spearhead initiatives to build strategic relationships across Asia Pacific and expand the membership of Marriott Rewards, the award-winning loyalty program that brings benefits to guests all across the world.
"This is an exciting time for Marriott International in Asia Pacific,” said Peggy Fang Roe, Chief Sales and Marketing Officer of Asia Pacific. “Our portfolio in this region is growing rapidly and we will have over 300 hotels in 10 lodging brands across 16 countries and areas by 2016. I am pleased that a dynamic executive such as Anka joins my team.”
Twum-Baah will report to Roe, and she will work to enhance Marriott’s already robust loyalty program.
Marriott Rewards currently offers a number of lucrative benefits such as member exclusive services, frequent bonus points, and free night stays. It also allows members to use their points throughout a vast number of outside partnerships including Hertz, Gifts & Wine Boutique, NRG Home Solar, EnergyPlus, Diners Club, and more.
Twum-Baah’s extensive resume, which includes successful luxury hospitality and marketing experience at companies across Hong Kong, Singapore, and London, is expected to be singularly beneficial to Marriott.
"Anka brings a wealth of international experiences and expertise to us spanning across several disciplines including marketing, strategy, and business development,” Roe continued. “In addition to her commitment to customer service, her passion for innovation, coupled with her strong track record in product development, makes her an ideal candidate for this key position.”
Twum-Baah is also excited about the opportunity.
"I am absolutely delighted to join Marriott International at such a pivotal time,” Twum-Baah said. “Asia Pacific is arguably the most exciting marketplace for the hospitality industry and our company. Marriott International has a great loyalty program and magnificent portfolio of lodging brands. We are well poised to meet the needs of next generation travelers through ongoing innovations.”
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