Sick of pouring resources into marketing campaigns that fall flat? The secret to building a truly unforgettable brand might be closer than you think. Forget the latest trends – the real competitive edge you’re missing is a laser focus on delivering remarkable customer service.
As marketers, we’re constantly searching for that elusive edge that will help our brands stand out. We tip bucket loads of resources into crafting the perfect campaigns, mapping intricate customer journeys, and agonising over every touchpoint. But are we missing a crucial piece of the puzzle?
The importance of hospitality in marketing
While we often relegate great customer service to the realm of sales and operations, the truth is it can be one of the most powerful marketing tools in our arsenal. Just ask Will Guidara, the former co-owner of the acclaimed Eleven Madison Park restaurant.
In his book Unreasonable Hospitality, Guidara lays out a philosophy that may just transform the way you think about connecting with customers. His core belief? Every interaction should be an opportunity to delight, surprise, and build an emotional bond that goes far beyond mere transactions. Put simply, prioritising genuine human connection is the key differentiator that transforms a good business into an unforgettable one.
He cites the example of his team surprising a group of European diners who had never experienced a New York winter by arranging a spontaneous sledding adventure for them in Central Park. It’s these types of unexpected, thoughtful gestures that leave a lasting impression – that generate a feeling that customers are eager to share with their friends.
Rethinking the importance of “Good enough”
This approach stands in stark contrast to the way most businesses operate. Obsessed with efficiency, standardisation, and meeting the bare minimum, many fail to realise that “good enough” is no longer good enough. In fact, it’s dangerous. Because while those operational elements are important, they alone aren’t enough to create the loyalty and advocacy that can truly supercharge your marketing. They aren’t enough to be memorable. And if you’re not memorable, you’re forgettable.
Think about it. When was the last time you talked about an “okay” customer experience? Likely never! We tend to only share stories about the extraordinarily good or the frustratingly bad. And that middle ground of being “good enough” is where many businesses find themselves – trapped in a vicious cycle of customer churn and dwindling profits – missing out on opportunities for real organic growth.
The marketing advantages of remarkable service
The brands that break free of this trap are those that invest in creating remarkable, memorable experiences and they certainly reap the rewards. Increased retention, stronger word-of-mouth, the ability to command higher prices – it’s the kind of marketing superpower that leaves your competition in the dust. Their customers don’t just keep coming back – they become passionate advocates, spreading the word about your brand and driving new leads through personal recommendations.
How do they do it? By weaving a spirit of “Unreasonable Hospitality” into every customer touchpoint. Whether it’s a personalised onboarding experience, a thoughtful follow-up message, or a creative solution to a customer’s problem, these small-but-mighty gestures can have an overwhelming impact on how your brand is perceived and discussed. And in an increasingly crowded marketplace, that kind of word-of-mouth marketing really is worth its weight in gold.
So, the next time you’re strategising your marketing efforts, don’t forget the crucial role that hospitality can play in elevating your brand. Sometimes, the secret weapon you’ve been searching for has been right in front of you all along.
STORY22’s unreasonable hospitality coaching
At STORY22, we’ve seen firsthand the power of this approach. As experts in the field of customer experience and brand-building, we’ve developed tailored Unreasonable Hospitality Coaching programmes, to help organisations of all sizes unlock the competitive advantages of remarkable customer service – from boosting loyalty and referrals to commanding premium pricing. If you’re hungry for a fresh approach that can give your brand an edge, we can help.
Our services include one-day workshops, ongoing coaching, and personalised one-on-one sessions – all designed to help you embed a spirit of “Unreasonable Hospitality” throughout your customer journey. If you’re ready to unlock the true marketing potential of exceptional hospitality, we’d be thrilled to partner with you.
