We were working with a client in Nicaragua. One evening we elected to skip the hotel grill and try the hotel’s upscale restaurant—Factory Steak and Lobster. We were in for a special treat. I ordered my usual Jack Daniels on the rocks. Now in every restaurant in America such a request would yield a highball glass brought to the table already filled with ice plus the special adult beverage ready to drink. Because of that practice, I have gotten Jack poorly disguised as cheap bourbon as well as drink the bartender apparently measured with a thimble instead of a jigger.
But at the Real Metrocentro InterContinental in Managua, I was not served Jack Daniels, it was presented to me! The waiter brought a tray containing a full bottle of Jack, an empty chilled glass, a container of ice, and a tall shot glass. The glass was then filled with ice—one cube at a time–and placed before me. The bottle was presented much like a wine steward might present a chosen bottle of wine. Assuming approval, the Tennessee whiskey was poured into the shot glass which was then lovingly poured into the ice-filled highball glass! A simple shot of whiskey was treated like pricey Dom Perignon champagne.
What if service providers made the mundane magical? What if every service moment was treated as an extraordinary event for a cherished customer? The check-in hotel clerk would come from behind the desk to give you your room key along with a warm handshake, the taxi driver would take your luggage all the way into the hotel lobby, and the service tech would explain your auto repair kneeling eye level with you as you sat comfortably in the reception area. Customers are not interested in being treated as royalty served by a slave. But, they do notice when the service they receive clearly indicates they are treasured. Customer growth comes from special care. If you want something to grow, pour champagne on it!