A Tool You Can Use Today: Memorable Service

Last November, I attended a breakout session at the International Hotel/Motel and Restaurant Show in New York City where industry behavioral standards were discussed.  The panelists endorsed a number of appropriate behaviors such as smiling, making eye contact, and having "life" in your voice, as being conducive to guest-facing positions in the hospitality industry.

It got me thinking about the basic requirements and behavioral expectations for most guest-facing positions in the hospitality industry.  In addition to those already mentioned, most companies have an expectation that their employees will greet customers, use names when possible, respond to needs as appropriate, thank customers, and invite them to return.

Personally, while I might remember if a service provider doesn't meet these basic hospitality standards and expectations, I won't remember if he or she actually does.  That's because the service provider has only done what was expected.  In today's environment, it takes more than addressing the expected to make an impression on a customer.  Saying, "Welcome to Wal-Mart" or "Thank you for dining with us" is not memorable.  I would expect that employees say these things to everyone.

In order to be unique, refreshing, and memorable, you need to be different.  That doesn't mean you need to be someone you're not.  By definition, each one of us is incredibly singular in terms of our own uniqueness, tendencies, preferences, mannerisms, and personalities.  Why not leverage this uniqueness with your customers to break the monotony of language you often hear such as: "Welcome to The Cheesecake Factory.  Is this your first time here?" or "Thank you for calling the Hotel del Coronado.  How may I direct your call?" or "Hi.  My name is Michael.  What can I start you off with today?"

I recall one of the employees at the world famous Pike Place Fish Market in Seattle, responding to a customer's inquiry regarding whether or not they accepted credit cards.  The customer had just placed her purchase on the counter as she posed the question.  The employee, not missing a beat, said, "Sure.  Would you like two?"  The customer paused for a moment to consider the question and then laughed out loud!  I bet this customer shared this exchange-and laughter-with several others afterwards.

For instance, a bilingual employee who speaks Spanish may say, "Bienvenido. ¿Cómo está usted? to a customer she overheard speaking Spanish to a colleague.  Or perhaps a well-traveled employee could ask a specific question based on where the customer is from that communicates his interest in the customer.  If the customer is from Kauai, for example, and the employee recently vacationed there, then he might say, "Kauai is amazing!  I recently traveled there and explored the entire island from the Waimea Canyon to the Na Pali coastline."  This customer will likely smile and engage in some conversation about his homeland, perhaps sharing a locals' perspective on a place this employee should be sure to visit during his next trip to Kauai.

For example, you might say, "That's a gorgeous watch.  Is it a Tag Heuer?"  And then, assuming you have a genuine interest in and knowledge of watches, demonstrate your uniqueness by adding something like, "Have you seen the new Link Calibre S that Tiger Woods endorses?"  This customer will appreciate that you recognized his watch and, if you're talking with either a watch or golf enthusiast, your interaction is bound to be memorable.

According to research by Beyond Philosophy, a customer experience consulting firm, 44 percent of consumers described the majority of customer experiences they have as 'bland and uneventful.'  Resolve to be different!  Whether it is appropriate humor, genuine interest, or a sincere and specific compliment, look for opportunities to be unique, refreshing, and memorable.  Make it a point to keep the spotlight on your customers as much as possible.  Remember, they are their own favorite topic. 

Steve Curtin is a customer service, training, and public speaking enthusiast based in Denver, CO.

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As you begin to practice these suggestions with your customers, you will notice that customers will become more responsive, you will receive more compliments on your service by customers and (hopefully) your supervisors, your job satisfaction will increase, and your time at work will fly!  And, best of all, you will be perceived as memorable-which certainly beats the alternative!

Copyright © 2007 Steve Curtin, LLC