Unleashing Unreasonable Hospitality: A Guide for Small Businesses to Exceed Customer Expectations

As a business owner who opened their brick and mortar cafe post covid, I hear many individual talk about the “good ole days” of business. Back when business was always… well… good. Since the pandemic, businesses have been faced with new challenges and roadblocks, all while attempting to maintain profit margins and work/life balance. So how does a business respond? In the midst of it all, attempting to provide more service or go above and beyond can seem like the straw that breaks the camels back. However, I believe that with a little more intentionality and willingness to listen, a business can succeed in providing exceptional customer service leading to a hopeful rise in margins.

Providing exceptional service and hospitality is crucial for small businesses to stand out from the crowd. Building strong customer relationships and delivering remarkable experiences can create a loyal customer base and drive sustained success. In his book, "Unreasonable Hospitality," Will Guidera explores the art of going above and beyond to exceed customer expectations. Done right, this can help a business impact their customers in new and intentional ways

Where does a business start? Here are some practical strategies, utilizing the tools provided by Will Guidera, that small businesses can adopt to enhance their service and hospitality offerings.

Create a Welcoming Atmosphere

The first step in fostering exceptional hospitality is to create a warm and inviting atmosphere that makes customers feel at home. Greeting customers with a genuine smile and personalized welcome goes a long way in establishing a positive rapport. A local café owner might greet regular customers by name and inquire about their day, creating a sense of familiarity and connection. In the second season of Hulu’s acclaimed show, The Bear, this is show in great detail. The front of house team goes to great lengths to remember and listen to the needs of the customers dining with them. You might overhear a guest talking about how they wish more restaurants served bread to the table, or that they really miss that jazz music isn’t played more. Imagine their surprise when bread is served to the table and jazz music starts playing over the speaker. More than providing a replacement meal if something isn’t correct, hospitality is serving the customer in the ways in which they desire to be served.

Paying attention to details in your physical space is also important. By offering comfortable seating areas, soothing music, and pleasant scents that align with your brand identity, a boutique store can create a cozy ambiance that enhances the overall customer experience.

Foster Meaningful Connections

Building genuine connections with customers goes beyond transactions. Encouraging staff to engage in conversations and actively listen to customers can foster meaningful relationships. A bookstore owner, for instance, can ask customers about their reading preferences and offer personalized recommendations based on their interests, making the shopping experience more meaningful. They can even go above and beyond and set aside new releases of books that might align with the customers interests!

Anticipate Customer Needs

Exemplary service often involves anticipating and fulfilling customer needs before they are even expressed. Training staff to be attentive and observant is crucial in this regard. By encouraging employees to proactively anticipate customer needs, a restaurant server can, for example, notice a guest's preference for extra napkins and provide them without being asked. One example of this scenario playing out in our cafe is a guest that we have that loves extra crackers. If makes us happy that they enjoy the crackers, so preemptively providing those when they arrive provides us an opportunity to go above and beyond.

Go the Extra Mile

To truly exceed expectations, small businesses must be willing to do more than typically expected. Surprise customers with unexpected gestures of appreciation to leave a lasting impression. A local bakery, for instance, could include a complimentary treat in customers' orders or offer a loyalty program that rewards frequent visitors. These small gestures can create a sense of delight and foster customer loyalty, especially when they are geared to that specific customer. Remember, what you do for one, doesn’t mean it should be done for all. An expensive bottle of champagne might be impactful for someone, but for someone else, remembering that they like a specific drink can have more of an impact.

How Can You Provide Exceptional Hospitality?

Embracing the principles of Unreasonable Hospitality can transform the way small businesses serve their customers. By creating a welcoming atmosphere, fostering meaningful connections, anticipating customer needs, and going the extra mile, businesses can leave a lasting impression and build a loyal customer base. The practical strategies outlined in here, we hope, will provide a blueprint for small businesses to elevate their service and hospitality offerings. Remember, it's the little gestures and personal touches that make a big difference in the eyes of your customers. So, unleash your “Unreasonable Hospitality” and watch your business thrive.