CX Book Gems #17: "Unreasonable Hospitality" by Will Guidara
Book summary of "Unreasonable Hospitality: The Remarkable Power of Giving People More Than They Expect" by Will Guidara.
This week’s book is Unreasonable Hospitality: The Remarkable Power of Giving People More Than They Expect by Will Guidara.
📘 Book Summary
In today’s business world, it's easy to get caught up in the pursuit of perfecting your product or service. However, Will Guidara, in his book Unreasonable Hospitality, argues that true greatness in business isn't just about the what—it's equally about the who. Whether you're running a restaurant, a retail store, or any service-based business, the key to standing out lies in how you treat your customers and employees. By embracing what Guidara calls "unreasonable hospitality," you can create unforgettable experiences that go above and beyond customer expectations. This approach, while rooted in the hospitality industry, applies to any business that interacts with people. The idea is simple: when you give more than what is expected, you build a loyal customer base that not only keeps coming back but also spreads the word about your exceptional service.
Hospitality is not a transaction. Hospitality is about relationships. Being intentional in pursuit of those relationships is everything.
TED Talk: The secret ingredients of great hospitality
💎 3 CX Gems
Prioritize unreasonable hospitality for your employees first: The traditional mantra "the customer always comes first" has long dominated service industries. However, Guidara suggests flipping the script by focusing first on your employees. When you practice unreasonable hospitality with your employees—listening to them, trusting them with new responsibilities, and recognizing their efforts—you empower them to deliver the same level of service to your customers. Employees who feel valued and supported are more likely to go the extra mile in their work, creating a ripple effect of outstanding customer service.
Personalize the customer experience: Unreasonable hospitality isn't about grand gestures or expensive gifts; it's about making every customer feel seen and valued through personalized experiences. By paying close attention to the little details, and being intentional in creating memorable experiences for customers, you can create moments that customers will remember and cherish. These personalized touches show customers that they're not just another transaction but individuals whose needs and feelings truly matter.
Redefine the rules to enhance hospitality: In many businesses, there are established norms and traditions that may no longer serve the goal of providing exceptional hospitality. Guidara encourages business leaders to question and, if necessary, change these rules to better connect with customers. For example, something as simple as removing a podium from the entrance of a restaurant can create a warmer, more personal greeting experience. Being open to new ideas, especially those from your frontline staff, can lead to innovative ways of delivering unreasonable hospitality that makes your business stand out.
Find the third option. No one who ever changed the game did so by being reasonable.
Unreasonable hospitality is more than just a customer experience strategy; it's a mindset that can transform your business. By putting in the extra effort to make both your employees and customers feel valued and cared for, you create an environment where people want to be and where they want to return. This approach not only drives customer loyalty but also fosters a positive, empowered workforce, ultimately leading to greater business success. In a world where customer expectations are constantly rising, being unreasonably hospitable is the key to setting your business apart and ensuring its growth and sustainability.