Do you feel it? A pull toward connection, community, and conversation. A shift from virtual networking to IRL handshakes. A move from digital everything to in-person whenever possible.
Of course, we aren’t doing away with Zoom meetings or high-tech tools but it does feel as if our world is reverting to a human-to-human space. And I’m here for it! How about you?
My guess is the last five years since Covid made us weary of virtual meetings and “you’re muted.” It was novel at first and now it’s commonplace. So the pendulum is swinging the other direction back to face-to-face meetings, in-person conferences, handshakes and hugs.
As a business, how can you take advantage of this shift and use it to foster customer relationships?
One word: Unreasonable Hospitality.
Hospitality can be your marketing secret weapon. It’s how your business can stand out in a world where people are craving connection.
Hospitality vs. Service
First, understand that hospitality and service aren’t the same. Service is transactional. It’s expected. Honestly, it’s the minimum requirement for a business to, well, stay in business.
Hospitality is making people feel seen and special. It’s more about how you sell, not what you sell.
This concept is key in our Unreasonable Hospitality workshops. It’s important you and your team grasp the difference between hospitality and service if you want to make hospitality your competitive advantage.
Identify Customer Touchpoints
Once you start looking at your business through the hospitality lens, you can identify the many ways your customers and clients interact with you. We call these customer touchpoints. And when you begin to list them out, you’ll find there are more than you realized.
It’s likely you’ve overlooked several of these touchpoints and you’re missing opportunities to serve your customers well.
Upping Your Hospitality Game
Once you’ve identified these touchpoints and mapped them out in the customer journey, you can prioritize and even systemize customer interactions.
This is where it really gets fun. You and your team can brainstorm creative ways to go above and beyond when it comes to making clients and customers feel special. And here’s the secret: most of your ideas won’t require big budgets, tons of time, or extra staff.
Now’s the Time to Focus on Hospitality
While unreasonable hospitality and exceptional customer experiences have always been important, I would argue they’re even more important right now.
This article from CMSWire points to our “experience economy.” The author writes, “Customers don’t become loyal because of what they buy. They become loyal because of how a brand makes them feel.”
Yes. A thousand times YES.
That same piece reiterates the importance of consistency in customer experiences and hospitality. She notes, “Consistency is what turns moments into movements. Earning customer loyalty isn’t a one-and-done campaign; it’s a culture.”
Now is the time to train your team on hospitality. Now is the time to put systems and processes in place that foster a culture of hospitality.
Why the Urgency for Hospitality?
1. Prepare now for fall visitors and holiday shoppers.
If you tend to be a little slower in the summer season, take advantage of the quiet and book a team training on Unreasonable Hospitality. It’s the perfect time to brainstorm and prepare for the second half of the year. Are you busy with tourists in the fall (that’s the case where I live in Asheville, North Carolina)? Do you ramp up in November for holiday shopping? Don’t wait until the last minute to think about hospitality.
2. The economy is uncertain.
A lot of businesses – large and small – are concerned about rising costs, inflation, and tariffs. None of us know what’s coming, so focus on what you can control. Build a loyal customer base that can help sustain you no matter what happens in our economy. Creating a culture of hospitality and making customers and clients feel seen and special will work in your favor every time.
3. Stand out from AI.
With the growing number of AI tools, chat bots, and automations, people aren’t sure if they’re engaging with a robot or a person. Be human. In our AI-driven world, hospitality can truly be your competitive advantage.
Grab onto this movement for human-to-human connection. Find ways to build exceptional customer experiences. Create a culture of hospitality. Turn clients and customers into brand ambassadors.
Ready to tap into the power of Unreasonable Hospitality?
Eager to learn how hospitality can be your marketing secret weapon? Book an Unreasonable Hospitality workshop for your team.
We’ll build your Customer Journey Advantage Map and brainstorm ways to elevate your customer experience. This isn’t just a feel-good workshop. You’ll leave with a plan and action items to make hospitality your No. 1 competitive advantage. And in this business climate, you need every advantage you can get.
Schedule a call and let’s get your workshop date on the calendar before summer slips away.
