Quest Apartment Hotels is firing up its customer-centric focus by creating a brand new role, chief customer officer (CCO).

David Mansfield, managing director for parent company The Ascott Limited in Australia, said the new role will provide insights on how travellers engage with the Quest brand.

Freshly-minted as the CCO, former chief marketing and digital officer Jeff Baars will bring customer-centric ideas on building stronger guest relationships to the Quest senior leadership team.

Jeff said “I see my new role as another investment by Quest in achieving our vision of being recognised as the preferred franchising provider due to our proven track record in franchisee success and increased value of their business. Building an emotional connection with our guests, team members and the wider community is our key objective. The more our brand resonates, the more valuable our brand becomes – that’s our shared goal.”

David Mansfield said ensuring the changing needs of guests are met and responded to is the foundation for the business strategy this year,

“I congratulate Jeff on his appointment as chief customer officer. Jeff’s passion for the brand perfectly aligns with our plans for keeping the guest experience top of mind as we invest in growing our brand equity.”

The Quest Apartment Hotel brand has been awarded five stars for the third successive year in an independent Australian franchise rating system.

Read more news about Quest here.