
Unreasonable Hospitality
Brief Summary
In “Unreasonable Hospitality”, Will Guidara explores the power of exceeding customer expectations and transforming business practices from mere transactions to unforgettable, personalized experiences. Offering practical tools, anecdotes, and innovative approaches, this book challenges the norms of customer service.
Key points
Key idea 1 of 7
Every industry has a set of patterns or common scenarios when interacting with customers. Take, for instance, a clothing boutique. Here, you might frequently encounter a customer searching for the perfect outfit for a job interview. At an electronics store, a steady stream of parents may be looking for a child's first laptop. Even with these common scenarios, each interaction with a customer holds the potential to be distinctive and meaningful. This is where the idea of a “tool kit,” combined with *unreasonable hospitality*, plays a crucial role.
A “tool kit” comprises carefully planned elements or strategies. They are designed to cater to these recurring customer situations. Don’t confuse this tool kit with generic offerings, such as the standard free coffee given to all clients at a car servicing center. Nor is it like the default samples distributed to every shopper at a makeup store. Your tool kit should contain items specific to certain customer categories.
To better understand this concept, let's use the example of the job interview shopper in the clothing boutique. Your tool kit for such customers might include a pre-selected variety of outfits known for making solid impressions at interviews. You don’t usually offer this selection to anyone. However, it provides a thoughtful, personalized service for those searching for an interview outfit.
Creating a tool kit like this can extend unreasonable hospitality to a larger customer base. This approach doesn't require you to start from zero with each interaction. Instead, you reach into your tool kit and have a considerate, impactful gesture at the ready. This efficiency also frees up time to develop more detailed, individual experiences for specific customers.
However, tool kits need to be used thoughtfully. They are a valuable way to deliver personalized service to recurring customer situations. But overuse can turn an extraordinary gesture into an expected routine. Hence, regular review and revamping of your tool kits are essential. If they feel too repetitive or predictable, it's time for a change.
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