Creating Service that counts: Treating your customer as if they are your own family.

I met these two ladies in 2006, little did I know that they would both have an impact on my life so much further than just Friendship.

In 2005, I was working as Food and Beverage Director for Marriott, at one of their London Properties. Whilst working there, in walked a chap by the name of Murillo. He had arrived from Brazil, on internship progressing his career in Hospitality. We were an instant hit, Friends for life. Later that year and in January 2006, Murillo returned home to Brazil, where he married his life long love, Flavia. She and Murillo arrived back in London later that month. In July, that same year Flavia introduced me to Gabriela, a fellow Brazilian, and later to become my most loving, beautiful and caring wife and mother to my daughter.

Now you may be sitting there contemplating whether you are reading an article on my family and where it all began, or on Creating Service that Counts, and this is where the scenario setting becomes so very important.

During the darkest days of lockdown and having just received the news that my wife, Gabriela, and my Friend Murillo, both had been made redundant as a direct result of the pandemic, a mad and most brilliant idea was born.

Gabriela and Flavia, decided to bake sourdough bread and deliver around Hertfordshire, Hemel Hempstead, Apsley and Kings Langley to be more specific. Their business grew in popularity and very quickly the pair were able to use the funds they had created to open there very own Coffee Truck. Little Union Coffee & Dough was born. A very cute and shabby chic Coffee Truck situated in Apsley Marina began serving the community, Organic locally roasted Coffee, and incredible, high end bakes, it very quickly became the talk of the town.

"But anyone can sell Coffee and Pastries," I hear you say, but this is where the all important service comes in. Many a business, will have incredible products, but without the service to match, it will be severely stunted or even non profitable, as people chose, not to buy or work with them.

I remember working in a mid range Hotel, and one night, whilst supporting a very busy kitchen on the pass, a very mediocre looking Burger arrived onto the hotplate, service was called. The lettuce wilted, the chips small in size, and a burnt top on the brioche bun. I called the chef over, and asked him what he thought about the burger on the hotplate, he replied, "it's alright," I asked him if he would serve this to his grandmother? He replied, "No," I asked him why, he replied with what we all could see, the entire plate being poor in presentation, he apologised and quickly re-presented the burger to looking the best it could. Reminding him of the simple fact that someone would be judging him, and his love for what he does, by his actions and his product, was enough to see the chef change his output, and for the guest to receive a great meal experience. This is a great example of a great product executed poorly and how it can create a lasting disaster for customer retention in Hospitality.

The ladies, being both natural at hospitality, had and continue to apply simple familiar hospitality, treating every guest as if they were a Family Member, stopping and talking to each and everyone, offering their very best coffee, bakes and pastries specifically tailored to the taste of a specific guest. A very great example of this is a valued customer we shall name "P." One very cold and wet day he visited the Truck, and enquired as to what was good that day, through talking and finding out a little more, he was recommended the Burnt Basque Cheesecake, a new item, he had never tried before, it was an instant hit, and P has been a daily customer ever since. It was the care, consideration, and communication that has kept he and others returning day after day.

After having worked closely with the pair over the past three years, their very natural style is so very simple and clear. Treat every guest as a cared and cherished family member.

In this familial approach, every guest is welcomed not as a stranger, but as an honoured member of the household. Just as we would go the extra mile to make our family members feel comfortable and cherished, these ladies strive to create a nurturing and inclusive environment where guests feel like they truly belong.

The ladies play with anticipation. It plays a pivotal role in how they interact, mirroring the intuitive understanding we have of our family members' preferences and desires. By attentively observing and listening to guests, they can anticipate their needs before they're even expressed, creating seamless and personalised experiences that leave a lasting impact. As the regular guest arrives at the truck, I hear, "Morning, your regular sexy latte?" really identifying that anticipation is highly in use here. The guest will not only feel recognised by the personal approach, but also receives what they want seamlessly, and even on the occasion when a guest changes from their regular choice, it shows a deep knowledge of that guests personal preferences and that they truly see them.

The pair are Consistent. Rain, Wind, Sun or Snow, they show up. They have fostered trust and loyalty in the familial approach to hospitality. Just as family members rely on each other for unwavering support and reliability, guests seek consistency in them being there, and the quality of service and care they receive. By consistently being there and exceeding expectations and delivering exceptional experiences, the ladies cultivate enduring relationships with their customers.

Communication is the cornerstone of the familial bond between hosts and guests. Just as open and honest communication is essential in nurturing familial relationships, it's equally vital in hospitality. For the pair, this is no different. Whether it's providing clear information about whats available or actively seeking knowledge as to how their guests are in their day to day lives, their feedback and input and valued responses, has fostered trust and only goes further to strengthen the familial connection.

Adaptability is another trait seen visible of their familiar approach to hospitality. Just as families evolve and adapt to changing circumstances, hospitality professionals must be agile and flexible in responding to the diverse needs and preferences of their guests. One guest to the Truck "C" enjoys her Coffee in a specific way, perhaps a little weaker by some comparison, by embracing customer preference, instead of displaying the all too often arrogance of "We Know Best," this customer has now become not only one of their best, but also a cherished friend to the ladies. By adapting and accepting difference with empathy, they can create tailored experiences that resonate deeply with each individual. That adaptability breeds relationship, and customer preference.

Above all, the theory of treating customers like family is rooted in a genuine desire to create meaningful connections. They are genuine in all interactions. By treating every guest with the same care and consideration we would extend to our own family, the duo can elevate the guest experience to new heights, leaving an indelible impression that lasts a lifetime.

In conclusion, the theory of treating customers like family is not revolutionary, however it is often forgotten about. Working with the pair over the past three years has simply reminded me how very important, some of the most simple aspects of what we do every day, need to be remembered. By applying familiarity to our service style elevates it from a simple insipid service, to a deeply personal and transformative experience. By embracing empathy, anticipation, consistency, communication, adaptability, and genuine connection, hospitality professionals can create unforgettable experiences that leave guests feeling not just satisfied, but truly cherished.

The duo have been so very successful so far, and are now growing their business further to now having a Bricks and Mortar shop as well. You can support them at https://www.crowdfunder.co.uk/p/unioncoffeeanddough or to simply follow their progress on Social Media visit https://www.instagram.com/union.coffee.dough