Imagine yourself walking into a coffee shop (we have plenty in Wells), enticed by the trendy name and the aromatic smell of freshly brewed coffee. The promise of a warm, welcoming atmosphere.
"Expectations have been set in the sub-conscious"
However, as you step inside, you're met with a lacklustre greeting, disinterested service, and a sense of detachment. It feels like entering a grand theatre where the curtains never rise, leaving you longing for an authentic connection.
"Expectations were set, but not met"
This is more common than you think or am I the only one who notices? This scenario is a prevalent issue across the hospitality industry right now. OK, so it’s difficult to find good staff, but poorly selected or poorly trained staff will damage any business.
Many businesses are falling short of making customers feel truly welcome, failing to deliver the heartfelt personal experience they crave. Just as a beautifully crafted coffee loses its magic without a smile, the absence of genuine hospitality leaves customers yearning for more. They don’t come back.
The Shortcut and Tardiness:
So, imagine for a moment you're the boss of a small company, always in a hurry to meet deadlines and juggling multiple tasks. To save time, you start taking shortcuts in your work—skipping quality checks, neglecting follow-ups, and rushing through tasks. This is what happens when you’re overwhelmed.
Your employees notice your behaviour and begin following suit, believing that cutting corners is the norm. Gradually, tardiness and mistakes become the company culture, affecting productivity and disappointing clients.
“What you do thunders so loudly about your head, I can hardly hear the words you speak”
If you’re self-employed I know how you feel. You become frustrated, overwhelmed and often, you don’t know why. More importantly, clients notice and your reputation will take a detour south and you won't even notice.
The Cumulative, Compound Effect of Excellence:
Now, let's rewind the story. Instead of taking shortcuts, imagine you focusing on the small details. You prioritise thoroughness, attention to customer needs, and higher quality standards. Your employees witness your dedication and begin mirroring your approach.
They start paying attention to the small details too, ensuring every client interaction, product, and service exceeds expectations. The culture of excellence you establish creates a ripple or compound effect, where every detail is carefully considered, and clients can't help but notice the exceptional experience they receive.
Back to the hospitality industry. It’s not about the quality of the coffee (although it helps). It’s about the way customers are made to feel welcome. For the most part, that feeling is disappearing.
“It’s not about what you do, it’s about how you make people feel”
Here’s the Magical Part:
When you multiply the impact of paying attention to small details across all aspects of your business, the results are astonishing. Each detail becomes an opportunity to shine. From personalised customer interactions to meticulously crafted products or services, your business becomes a beacon of excellence. Clients notice and appreciate the extra effort. They become loyal advocates, spreading the word about the outstanding experiences they've had.
How You Do Anything is How You Do Everything?
In terms of business success, it's the small details that matter. Taking shortcuts may seem tempting, but it paves the way for a culture of mediocrity and disappointment. Paying attention to the small details, like the gears in a well-oiled machine, when multiplied, produce excellence that's impossible to ignore.
But that's just what I think, how about you?
As a marketing guy, I am ‘hard-wired’ to look at business through the lens of the client. Yes, I admit it is ‘easier to see the bigger picture when you’re not in the frame’ but that’s a damn good reason to reach out to me if you want to discuss ways your business can step outside of the ordinary. Paul Clegg