3 min readEnhancewell
Usually, I use this blog space to talk about trending business topics and how to better your business. Today, we're taking a bit of a detour, but if you buckle up and hang on tight, I'll let you in on the #1 thing that makes a huge difference in client satisfaction, which many brands ignore.
Picture this: It's a busy week in New York, and I’m working at a top-notch hotel for an equally top-notch brand. My job is to ensure a consistent experience for all of our VIPs. While trying to perform my job to the best of my ability, these were the experiences that affected my daily routine.
While at one of these hotels on official business, I was granted front-row access to the VIPs and the hotel's service. Although I wasn't there as a consultant, I never fully shed the part of me that consults for high-end fitness, wellness, and beauty brands. It was that side of me that noticed a few things:
- We requested glasses in the room for beverage service every day, and room service fulfilled the request differently each time. Sometimes, the cups were empty. On other days, room service filled them with ice.
- We asked for catered lunches to be left at the door without interruption (and even went downstairs to reconfirm the request), but the doorbell rang to announce lunch delivery.
- Even the presentation of those lunches was different from day to day. Some days, the sandwiches and fries were packaged together, while other days, they were packaged separately.
- I ordered a latte one day for a client and requested a minimum of 2 packets of raw sugar. When it was delivered, every other type of sweetener was present— just not the one I had requested.
- There was no consistency with the doormen — some days, they offered to call a car as I left; on others, my local status earned different treatment.
- Some mornings, I would get a good morning from the front desk and on others, no one said a word.
These examples may not seem like a big deal. It's not life or death, right? Sometimes it is. On another occasion at another hotel, my family and I requested nut-free meals for our entire party due to a life-threatening nut allergy. The inconsistency could have cost my niece her life when the hotel delivered all of our meals with peanuts, which she tried when she sampled some shared items. Little inconsistencies and miscommunications can have significant ramifications.
While the hotels above are synonymous with luxury and a 5-star experience for those who stay short-term, I saw a different side over a more extended period. As a consultant for high-end businesses across many fields, I always advise my clients to master consistency.
How can you check your consistency?
Experience your product as a consumer
Your business is your baby; of course, you assume it's the best out there. I'm sure these hotels do. But put yourself on the other side of the counter. Pay attention to how your staff greets guests— is it the same experience each time? Notice whether product presentation is consistent. And then make a plan to change any issues.
Employee training
If you thank a Chick-fil-A employee, they'll respond "my pleasure" instead of "you're welcome." Do your employees have guidance from you on how to interact with clients? Create an employee handbook that offers scripts for different scenarios (including how to greet customers when already interacting with another customer in person or on the phone). Your brand handbook should also detail brand colors, catchphrases, and protocols for interacting with guests.
Whether running an $800+/ night business or serving $8 protein shakes, your customers deserve the best experience. Acknowledge the importance of consistency and offer an experience that feels like home every time. Want help implementing branding strategies and creating a consistent customer experience? Get in touch with Enhancewell Consulting and find your way on the road to success!