Consider the job knowledge that is expected from a typical waiter at a fine dining restaurant. For instance, he or she might be expected to know the menu items well in terms of ingredients, sauces, substitutions—that sort of thing. The waiter would also be expected to know about aspects of the menu that might change from time to time such as the market prices of fresh fish, daily specials, etc.
What may not be expected from a waiter is unique knowledge. By definition, this knowledge is unexpected—that makes it unique. Because it’s unique, it adds to the service experience and is memorable. Ordinary job knowledge is expected and produces predictable results. Because it’s ordinary, it does not add to the service experience and is, ultimately, forgettable.
Here’s an illustration of two waiter scripts, one conveying job knowledge (i.e., bland and routine—and quite forgettable) and the other conveying unique knowledge (i.e., unexpected and refreshing—and quite memorable!):
1. Job knowledge:
“Tonight, our featured appetizer is the Pâté de Foie Gras. May I interest you in an order?”
2. Unique knowledge:
“Our chef trained at the prestigious Restaurant School in Philadelphia and apprenticed at Le Bec Fin. She also traveled to France to refine her knowledge of French delicacies such as truffles, escargot, and foie gras. In fact, our Pâté de Foie Gras is our featured appetizer. May I tempt you with an order?”
Now, seriously, if you’re on the receiving end of each of these proposals, which one might you accept—even if you previously had no intention of ordering an appetizer? Exactly.
And here’s something else I’ve found to be true: Which proposal is likely to bring up the question of price (which may influence a customer’s decision of whether or not to order the appetizer)? After hearing the second proposal (and swallowing, as the waiter’s proposal has likely activated a Pavlovian response…) my hunch is that, for most customers, the price of the appetizer would be irrelevant.
So, make it a point to acquire as much unique knowledge as you possibly can about products, services, the culture and history of your business, the building and neighborhood you operate in, the people (as in the example above), and even proper names (e.g., “Why is the restaurant named Ruth’s Chris anyway?”). You will be providing your customers with a richer service experience and they will be making you, well, richer!
While customers appreciate nice employees, they value knowledgeable employees. And the more unique knowledge employees possess, the more value they bring to the customer experience.
