Contrary to what many owners think, good staff want to be well trained. They crave learning how to do their jobs better and being stimulated by exciting new ideas.
-Tabatha Coffey, Own It!
In the hospitality industry "wow factor" is a phrase not only used, but something the industry strives to achieve in the service they provide. There is a short list of companies that are noted and revered for consistently achieving this service level. The challenge that we see is executing and delivering the "wow factor" is often misunderstood.
Here's what I mean, as a consumer, we expect a certain level of good, consistent service and anything above this is a bonus. This isn't close to the level of service we are talking about regarding "wow." Studies show that 65% of customers that are "satisfied" will end up taking their business somewhere else for a better offer (better service). Customers are not "wowed" by expected service, but rather by the unexpected service provided that met a need they didn't even know they had. This is what separates the "good" from the "great."
I am very tired of service individuals and organizations thinking that it is okay to answer a question by saying, "I don't know" and leaving it at that. Or, having them point to another person or department and say, "I think they will know." We talk and blog about getting back to the basics of hospitality, but what I want to know is, how and why do they ever leave the basics behind?
In an economy where the customer is becoming increasingly more demanding and competition is all around you, what can you do to stand out and give your customers what most are missing and many don't have? There are a million pages of research that shows that the customer values good customer service, even more than the quality of the products and services themselves. So getting it "right" seems more compelling than ever. Should you get it "wrong," any efforts made for improving your service are for nothing.