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Posted May 8, 2015 by johnspence

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11127664_10152747300417466_255902195476459028_nI recently stayed in the best Best Western in the world. I was in Hamilton Canada to give several speeches and stayed at The Best Western Premier C Hotel by Carmen’s and was absolutely delighted. As someone who spends more than 200 nights a year in hotels, I’m a very seasoned and somewhat cynical guest, to me the hotel and restaurant business just does not seem that complicated, yet so few of them seem to understand that. Here is all I really want…

Hotel: easy check-in, professional and friendly staff, clean rooms, free high-speed Wi-Fi, double pane glass so my room is quiet, and a uber-comfy bed.

Restaurant: good food, very good service, reasonable prices, exceedingly clean, quiet with a relaxed ambience.

You deliver these things and I will love you forever, and the folks at the Best Western Premier C absolutely nailed them. So here’s my question for you…

What are the handful of things that you must do consistently do to delight, enthrall, surprise and satisfy your most important customers?

Let me break that down a little bit…

Handful of things: the three, four or five Moments Of Truth that make or break your relationship with the customer. Every business has a few limited things they absolutely MUST do flawlessly to create loyal, engaged, and satisfied customers. What are they in your business?

* By the way, there are external Moments Of Truth that you must deliver your customers, but there are also internal Moments Of Truth that your staff needs to deliver to each other… in order to be able to deliver the external Moments Of Truth to your customers.

Consistently: it does no good if you only deliver the Moments Of Truth every now and then, it must be every single time for every single key customer. This is why I teach at all of my classes that: if you want repeatable success, you must have process. You have to have the systems, checklists, processes, procedures AND training to ensure that your employees know exactly how to deliver the Moments Of Truth flawlessly.

Delight, enthrall, surprised and satisfy: the goal here is to deliver what is most important to your customer in a unique and highly valued way. However, the only person who really knows what this entails… is the customer. That’s why one of my very favorite quotes is:

Whoever owns the voice of the customer, owns the marketplace.

Most important customers: not all customers are created equal. If you’re going to spend the time, energy and effort to deliver the Moments Of Truth flawlessly, you want to try to do this for all of your customers, but it is essential that you do it for your most important target customers. These are the customers that value what you deliver, are willing to pay for it, are easy to deal with and have the ability to tell lots and lots of people about how great you and your business are.

While in Hamilton I interacted with the staff from the Best Western Premier C Hotel by Carmen’s, the Baci Ristorante and the Hamilton Convention Center by Carmen’s and was truly delighted, enthralled, surprised and satisfied in all of my interactions. From front desk staff, to the servers, to the housekeeping crew… everyone was professional, extremely customer focused and had a great positive attitude. Can you say the same about everyone that works for you?

As someone who teaches business excellence for a living, it was a joy to see an organization that clearly understood how to deliver exceptional service and a wonderful guest experience. Here’s the kicker, when I talked to the manager he made it clear that the main reason for their success was to cut out all the clutter and just focus on the fundamentals. When I stepped off the elevator on the third floor to go to my room I was greeted by a giant quote painted on the wall (which just so happens to also be on the back of my business card!) that summarized their philosophy:

Simplicity is the ultimate sophistication.” – Leonardo da Vinci


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