Where everybody knows your name!

“Success is where preparation and opportunity meet.” – Bobby Unser

The road to success has many sayings, but the common thread is preparation. Customer service excellence revolves around making every interaction memorable. When customers leave your business, returning and retelling their experiences should feel as natural as breathing.

Transforming Customers into Ambassadors

Each customer interaction should strive to turn customers into ambassadors—enthusiastic champions who promote your products and services. Ambassadors are more than satisfied customers; they are advocates, boosters, and promoters who campaign for your brand.

But how do you transform a customer into an ambassador? While many approaches exist, I focus on preparation as a powerful means of conversion. Organizations that consistently prepare to exceed customer expectations at every touchpoint have a greater chance of turning customers into lifelong advocates.

The Power of Preparation

Hotel guests typically book in advance, which offers hotels the perfect opportunity to prepare and ensure each guest interaction is exceptional.

During my time at the Four Seasons Georgetown in Washington, DC, I witnessed firsthand how preparation can drive success. At this hotel, there were no shortcuts when it came to customer service excellence. Before every guest’s arrival, the customer-facing staff received a detailed dossier containing personal preferences, past interactions, and other valuable insights about the guest. This level of preparation ensured the guest’s experience felt personalized and welcoming.

Especially for repeat guests, these dossiers were incredibly detailed. Staff members studied them carefully so that when guests arrived, they were greeted like returning friends. They used the guest’s name, inquired about their children and pets, confirmed preferences, and acknowledged any recent changes in their likes and dislikes. Instead of asking basic questions, they verified details, making the guest feel valued and understood.

Anticipating Customer Needs

There’s a special feeling when someone remembers your preferences and anticipates your needs—this is easy when they have a “cheat sheet” like the guest dossier. This kind of preparation ensures that the entire guest experience is memorable, which not only guarantees repeat business but also converts customers into ambassadors for your brand.

Humans are creatures of habit, which makes it possible to anticipate certain behaviors in customer interactions. For example, I am allergic to feathers. If a hotel replaced feather pillows with hypoallergenic ones based on my previous stay, I would feel cared for and remembered. This simple yet thoughtful gesture would make me more likely to return.

Organizations can ensure these experiences by noting customer habits and preferences, then leveraging that information to create memorable moments. These seemingly small details can make the difference between a one-time visit and a lifelong relationship, turning customers into true ambassadors.

The Importance of Knowing Your Customers

Remember the theme song from the TV series Cheers:

“Sometimes you wanna go
Where everybody knows your name
And they’re always glad you came.
You wanna be where you can see
Our troubles are all the same.
You wanna be where everybody knows your name.”
(Cheers Theme Song by Gary Portnoy and Judy Hart-Angelo)

The takeaway is clear:

Prepare for the customers before they arrive. You already have their data—use it! Preparation ensures that when a guest walks into your establishment, they feel like they’re coming home. And in doing so, you’ll have created an ambassador.