b'FOGHORN FOCUSIf you look at your company as a boat, the wheelhouse is the core of your operations with each part representing a key component of a successful operation. CASE STUDY: WATERMARK wheelhouse is the core of your operations. In analyzing The case study for this analysis is Watermark, a cruise andhow human interaction can be leveraged in customer ser-tour company with operations in Annapolis and Baltimore,vice, I discovered four key components akin to what you Maryland. Since 1972, Watermark has shared the history,mayfindinyourwheelhouse:brandculture,employee culture, and fun of the Chesapeake region through publicexperience, guest experience, and brand reputation. If your cruises, guided walking tours, private yacht charters, fieldcompany is the wheelhouse, leveraging human interaction trips, and group experiences. With more than 50 years ofin customer service is what keeps the boat moving in the hospitalityexperience,Watermarkunderstandswhentoright direction. Now, lets dive deeper into this analogy, lean into technology and automation and when the needlooking at each component.for human touch is non-negotiable. Ive had the privilege of seeing this exceptional customer service in action, andBRAND CULTURE =here is what I have learned in my four and a half years as theNAVIGATIONAL INSTRUMENTSILLUSTRATION: WATERMARKcompanys marketing manager. First and foremost, invest in building an emotional rela-tionship with your customers, not just a functional rela-YOUR COMPANY AS A BOAT tionship, but really forming that bond to build brand love Lets look at your company as a boat (fitting, right?). Theand product love, because that, ultimately, is what leads to FOGHORN 10'