Photo credit: www.entrepreneur.com
Earlier this year, I had an interesting exchange with a flight attendant. When I requested an extra graham cracker, she returned with three. This small, cost-effective gesture from the airline resonated with me more than I expected.
A few weeks later, while shopping at my local grocery store, I asked an employee for directions to the Dijon mustard. Instead of merely pointing me in the right direction, the worker accompanied me to the aisle and helped me find the exact brand I needed. (Admittedly, it was the brand my wife preferred; I’m more of a yellow mustard enthusiast.) This interaction felt genuine, devoid of any scripted responses.
At a nearby auto body shop, the waiting area offered a variety of snacks and drinks, accompanied by a personal note from the owner, complete with their cell phone number and an open invitation for customers to reach out anytime with questions or concerns. Such an approach is rare.
These instances, although from widely different sectors, shared a commonality: they made me feel acknowledged and valued. While mere service meets a basic expectation, true hospitality goes beyond; it creates a sense of connection and care.
Service Meets Hospitality: What’s the Difference?
As a speaker on hospitality, I frequently observe businesses succeeding in service but lacking in genuine hospitality. Service represents the act of transaction, while hospitality embodies the emotional connection that follows.
I’ve experienced front desk agents in hotels who welcomed me with overly rehearsed enthusiasm that came across as more performative than authentic. Similarly, certain airline crews recite slogans in a mechanical manner, causing the experience to feel impersonal. Quick-service restaurant employees sometimes announce, “Next customer in line!” even when I’m the sole customer present.
This highlights a critical distinction: confusing operational procedures with genuine engagement can lead to a transactional atmosphere, where customers may feel overlooked.
Authentic hospitality is spontaneous and rooted in empathy. It transforms the experience from mere service into something meaningful.
Related: How These Entrepreneurs Turned a Seasonal Venue Into a Nightlife Powerhouse
Hospitality: A Mindset for All Industries
Hospitality is not confined to a specific industry; it’s a mindset that can enhance any business, whether in technology, retail, or landscaping.
During a recent cruise, for example, our server not only remembered our names but also our preferences. He engaged us with questions about our day and shared bits of his own story. Each meal felt personalized, fostering a deeper connection and elevating our overall experience.
You don’t need to be extroverted to demonstrate hospitality. Often, the most impactful connections arise from individuals who are quietly attentive. It’s not about outward charm; it’s about intention and authenticity.
Building Emotional Connections in Business
In my time managing Edible Arrangements franchises, I initially thought we were merely in the business of selling fruit baskets. However, I soon recognized that we were in the business of delivering joy. This realization transformed our approach dramatically.
Our delivery drivers became ambassadors of celebration, aiming to create memorable experiences rather than simply delivering products. Their cheerful interactions added an essential layer to the service.
In-store, we trained our staff to create delightful experiences. A warm greeting, thoughtful suggestions, and assurance that the gift would resonate with the recipient were all key elements. These memorable moments encouraged customers to return.
Related: Why Customer Service Is Your Get Out Of Jail Free Card For Business Success
Creating Memorable Experiences Through Humanity
Customers are more likely to remain loyal to brands that evoke positive feelings. The remarkable aspect of hospitality is that it doesn’t require significant financial investment. Instead, it hinges on:
- Hiring individuals who genuinely care
- Empowering them to act on their concern
- Fostering a culture that celebrates empathy and presence
- Encouraging spontaneous gestures that reinforce loyalty
If you are in a leadership role, take a moment to reflect: When was the last time a customer interaction led to a pleasant surprise? When did someone leave with a smile due to your engagement, rather than just because of the product they purchased?
While it can be challenging in busy situations, businesses that excel in this area are the ones that customers remember and return to.
As someone who speaks and writes on the topic, I am passionate about this subject. My belief is that true hospitality is an invaluable, scalable skill that remains underappreciated.
No matter your field, hospitality provides a crucial advantage. In an increasingly automated world, this human connection becomes all the more essential.
Source
www.entrepreneur.com