Independently-owned boutique resort The Vineyard at Stockross - in Berkshire - has introduced a new training initiative called Customerize.

The scheme is based on 'customer psychology' - the understanding of guest behaviour and the mind-set of guests.

The training aims to offer staff the tools to be able to adapt and maximise their personal effectiveness, while increasing secondary spend and repeat visits through the creation of customer experiences and customer service in all areas of operations.

Each member of staff at the hotel will undertake the course.

A spokesperson said: "Customerize is about understanding customer psychology - why they buy from you, what they will make a decision to remain loyal to you, why they will recommend you to others and how you can understand this better.

“Getting new customers is almost always more expensive, so developing customer loyalty is more cost effective.

“By understanding customer psychology you can create meaningful experiences for your customers - focussing on the customer experience is about increasing profitability by increasing customer loyalty.”

The Vineyard at Stockross is owned by Sir Peter Michael, founder of Classic FM radio station.