Here’s an example from Chipotle Mexican Grill:

Employees at Chipotle place to-go orders in brown bags with handles. Handles are unique—you don’t see that at most quick service restaurants—but what’s truly memorable to me is the message printed on the bottom of its bags:

Don’t throw this bag away!

Try these other uses:

• Cat carrier
• Put handles over ears…hands-free burrito eating
• 401(k) statements filing receptacle
• NOT recommended as a parachute

Besides reinforcing the importance of recycling, Chipotle uses appropriate humor to extend the service experience from the restaurant to the customer’s home or office.

Compare Chipotle’s to-go bag with one from a typical quick service restaurant. What’s different about it? Chipotle’s bag is so unique to me that I devoted a blog entry to it. In an environment where so many products and services are seen as bland, ordinary, and routine, Chipotle’s to-go bag makes an impression!

Look around your own business. What are some ways that you can transform products and services that are ordinary into something unique and refreshing—using appropriate humor, design, or some other attribute?

Shannon, a front desk agent, had recently joked with a repeat guest (with whom she had a nice rapport) about aging. The guest was a bit self-deprecating about his own age and referred jokingly to his need for Geritol.

Unbeknownst to him, Shannon recalled the conversation and had a small bottle of Geritol waiting for him in his guest room when he returned and checked back into the hotel.  Not only did Shannon’s pleasant surprise put a big smile on his face, it reinforced the relationship and genuine interest and affection she had toward him.

I priced a bottle of Geritol locally and with tax it’s $5.19. Was that a good use of the hotel’s petty cash? Before you answer, let me pass along some additional information that might help you to make an informed decision. Here’s an excerpt from an e-mail message from the guest that was sent to Shannon’s general manager afterward:

“(Shannon) has made my stay at your hotel very remember-able and I guarantee because of her, whenever I return to visit our branch in your wonderful city, I will stay at your hotel. I will also recommend any of my associates, comrades and even competitors to your hotel.”

Bain and Company, the consumer research firm, refers to this type of guest as a Promoter. Promoters, as their name suggests, promote a brand’s reputation, accounting for 80-90 percent of referrals, are the least price-sensitive, and—not surprisingly—report higher repurchase rates than less-satisfied customers.

Sometimes we over-analyze what it’s going to take (and how much it’s going to cost) to turn customers into Promoters. As Shannon has demonstrated, it actually takes just a little effort and perhaps (though not always) a few dollars to make a big impression on a customer!

Your turn: What can you do today with just a little extra effort to create Promoters of your business or brand?

Some hotels take it a step further and include a marketing message such as: “Why not begin your day with a hot breakfast in the XYZ restaurant on the main level? Our breakfast buffet is priced at only $11.95.”

Either way, 80 percent of guests are frequent travelers and hear the same types of predictable wake-up call messages wherever they go. On rare occasions, guests will receive a personal wake up call from an engaged employee who has a bit of enthusiasm in his or her voice. This will make an impression and, in doing so, will become memorable. That’s a good thing in customer service.

Personalized hotel wake-up calls are more, well, personal than automated calls. Even so, they are less common these days as hotels have largely moved to the efficiency of having guests program their own wake-up calls from their guest room phone. In fairness, some guests may even prefer this method for its expediency and accuracy.

So what’s a hotel to do? They want to be memorable and distinguish themselves in the hearts and minds of their guests but it may be impractical or cost-prohibitive to place personalized wake-up calls to every guest.

Consider this sample wake-up call script from the British actor Stephen Fry (Jeeves of Jeeves and Wooster fame): “<discreet cough> Good morning. I’m so sorry to disturb you, but it appears to be morning. Very inconvenient, I agree. I believe it is the rotation of the earth that is to blame.”

Now maybe this script doesn’t fit the style or personality of your hotel. That’s okay. You have to do what works for you and your clientele. Personally, I think most guests of most hotels would laugh out loud at messages like this one. Not only that but they’d have a funny and memorable story to share with the colleagues or customer they meet with later that day!

The French novelist, Colette, said, “Total absence of humor renders life impossible.” I would add that the deliberate inclusion of appropriate humor makes guest experiences memorable.

And, when hotels are trying to distinguish themselves from competitors in a crowded marketplace, memorable beats the alternative!

Using appropriate humor is an authentic way for employees to express their uniqueness while making it memorable for customers.

Here’s an example from my local Starbucks drive-thru. I pulled up to the speaker to place my order and the conversation went something like this:

Me: “I’d like a Double Shot with Energy.” (Note: Energy is a supplement that Starbucks adds to its beverages upon request.)

Barista: “I’m sorry but we’re out of Energy this morning.”

Me: “Yeah, I can hear it in your voice.” : )

Barista: “Oh wait! I lied. I found some more Energy!”

Me: “Yeah, I can hear it in your voice.” : )

I then pulled up to the drive-thru window where I was greeted with:

Barista: “Was that a Grande Double Shot with Energy?”

Me: “Yes. Sorry—I don’t think I mentioned the size.”

Barista: “That’s okay. I’m psychic. I heard it in your voice.” : )

Me: “Ha! Ha!”

Compare this exchange with a typical drive-thru interaction at a quick service restaurant. What’s different about it? It was so unique to me that I’ve already shared the story with dozens of people and have blogged about it.

When so many retail transactions are characterized by indifference, experiences like this one are a breath of fresh air!

I welcome your comments—if you have the energy! ; )