Stop disappointing your customers, make them go “WOW” instead

Hey There,

Okay, can I just vent for a second? Sometimes, I want to scream from the rooftops when I see businesses—especially those in our beloved hospitality industry—completely missing the mark on why they exist – solving a specific CUSTOMER problem. And if we want to keep growing, what do we do? Bing, Bing, Bing! You guessed it right! We are listening to our customers and keep improving our solution! By now, you might be asking, ‘Andrey, where is this coming from?’ Well, the other day, I was doing my usual afternoon LinkedIn scroll when a post from my dear friend Mark Schaefer caught my eye. He highlighted something that’s been bothering me for a while.

This got me thinking, and of course, it prompted me to write this article. My hope is to bring attention to this issue and help you avoid making the same mistakes as some of the big players in the hotel industry.

By the way, here’s another key point: While these industry giants are stumbling, smaller businesses that are laser-focused on customer service can really shine—and gain a serious competitive advantage.

So, let’s dive into why obsessing over your customers—yes, you heard me right, obsessing—is the secret sauce to making it big in the restaurant or hotel business.

So, What’s the Big Deal?

Hey, we’re in the people business. It’s not just about comfy beds, or mouthwatering dishes; it’s about making those beds and meals part of an unforgettable experience. Can I be candid? If you’re not putting your customer in the center of every decision, you might as well pack up and go home. No, seriously! No one is immune to losing your customer. Just think what happened to Starbucks in ’07-’08 when they chose the wrong direction. What about Sears? Starbucks woke up on time and was able to switch direction. Sears… Not so much… I don’t even recall when the last time was, I heard this brand mentioned. What happened? They took their eyes off the prize—the customer. They got into this dangerous game of number-crunching and forgot that behind every data point is a real, living, breathing human being who just wants a good cup of coffee or a decent washing machine.

Let’s Get Tactical

Alright, enough doom and gloom. Let’s roll up our sleeves and get into the nitty-gritty. How do we make sure we don’t end up as another cautionary tale? There are numbers of ways you can use, and I wanted to highlight a few I personally like to use and which always delivered great results for me.

Break Bread with Your Team a.k.a Roundtables

Let me share a little gem that’s helped me a ton: Roundtables with my staff. These aren’t just casual chit-chats; they’re gold mines of information. Your team is on the front lines every day, talking to customers, getting feedback. So why not make a habit of sitting down with them and actually listening to what they’ve got to say? Implement their suggestions and see how quickly things turn around.

This can be monthly or bi-monthly. If for whatever reason you cannot do it yourself, have one of your management staff take care of it. The most important thing – it needs to happen! It creates a better relationship with your employees, helps you find inefficiencies in the operation, but, for the purposes of this blog – it gets you first-hand information about your customers. What they like, what they hate, what they are asking for and more!

The Almighty Customer Review

Reviews are not just for show. If you’re not already diving deep into TripAdvisor, Google Reviews or those end-of-stay survey forms you give to guests, you’re missing out big time. Those are your report cards. Yeah, it can sting to read a bad review, but it’s also an opportunity to fix what’s wrong. There are tons of available software’s ranging from free to a very expensive and sophisticated. You can decide which one fits better in your budget based on your goals.

Get Social, Literally

Social media isn’t just for sharing cute dog videos; it’s an insane resource to understand what your customer is thinking. You can use tools to monitor and “listen” mentions of your brand, hear what people are saying about your competitor or how do they feel about your new room design. What do your customers say about you? Do they like the room layout? How about your room service? Do they appreciate how easy it is to differentiate shampoo from the conditioner in the shower?.. Trust me, if you are underestimating Instagram, Facebook, TikTok, X or other platforms – you are losing big time!

Where’s the Boss?

Alright, this one might seem like common sense, but it’s often overlooked. Be present. Be visible. Don’t just lock yourself in the office all day; get out on the floor. Chat with your guests, get real-time feedback, and heck, even clear a table or two. It shows you care, and guess what? People love that! I, personally, started some great relationships with my patrons over the years and gain an insane amount of useful information to improve my establishment.

Trusting Your Team by Empowering Them

Let’s dive a bit deeper into that golden nugget: empowering your employees to be your brand ambassadors. You know, there’s a certain magic that happens when you trust your staff to make real-time decisions. Think about it—how often do little hiccups happen in a restaurant? A steak cooked medium instead of medium-rare, or a cocktail that just doesn’t hit the mark. In those moments, if your server can immediately resolve the issue without running to find a manager, it’s a win-win. The guest is happy, and your team feels a sense of ownership and responsibility.

Now, I know what some of you might be thinking: “But what about theft or abuse of this empowerment?” Look, I get it. Those are legitimate concerns, but they shouldn’t stop you from empowering your team. You can, and should, have separate checks and balances to handle that issue. That’s a complex subject, one that deserves its own article to delve into. The key takeaway here is not to let the fear of “what could go wrong” overshadow the benefits of “what could go incredibly right.”

By granting your staff this level of trust, you’re not just improving customer service. You’re also boosting morale, improving job satisfaction, and ultimately reducing turnover, because employees feel more invested in their roles. So go ahead, empower away! And watch as both your staff and customers become raving fans of your establishment.

Wrap Up: Customer is King, Queen, and Everything In-Between

So, what’s the takeaway here? Your customers and your team hold the secrets to your success. Don’t get me wrong; data is excellent—we need data. But remember, your customer isn’t a pie chart or a bar graph; they’re the heartbeat of your business.

I’ll leave you with this: The hospitality industry is not just about service; it’s about creating unforgettable experiences. In the wise words of Walt Disney, “Do what you do so well that they will want to see it again and bring their friends.” Now, that’s something to strive for, don’t you think?

And hey, if you’re ever feeling overwhelmed or losing focus, remember why you got into this industry—to make people’s day a little better. Keep that in mind, and you won’t just run a business; you’ll create a legacy.

P.S.: To all friends in 万豪酒店 – if you ever need assistance, I am available! I do like the brand and hope it will not continue down the path I see right now.