Every Business is in the “hospitality” Business
How many times have you seen a business state that they are “best in customer service”? Almost everyone says that. How many say that they are “best in hospitality”? Probably zero.
We generally categorize our businesses as services (providing services), retail (selling products), and manufacturing/production (making or growing products.) The federal government lists 20 Industry Sectors grouped under 10 Divisions. These are further broken down into Major Groups and Industry Groups to cover specific activities an enterprise might engage in. (You can find the full list here: https://www.osha.gov/data/sic-manual.) But let’s just stick with the 10 primary divisions for now.
Some businesses can fall into two (or even more) Divisions, such as both Retail and Services, as in the case of a flooring store that also installs what they sell. And what we consider “Hospitality” businesses (hotels, restaurants, spas, etc.) are not a separate Division at all; they are listed under either Retail (food & beverage) or Services (lodging providers.) But here is my point: hospitality is part of every business, no matter which Division you are in. You might say “Wait a minute; I’m a tool and die shop…hospitality has nothing to do with what I do.” Keep reading.
The Hospitality industry is defined as businesses that “provide accommodation, travel, food and beverage, and entertainment to the traveling public.” That’s a cut-and-dried description and what we generally think of when we hear “hospitality.” But the word hospitality is defined as “to receive as a guest”. Well, every business has customers, and “receives” them in some manner, whether on the phone, through email, on their website or social media, or on-site at a “brick and mortar” location. Even in a booth at an event.
So, now we are talking about every business “receiving guests” (customers.) If you don’t treat every customer as a welcome guest, you’re not going to be in business long. The best product or most skilled service in the world will be rejected by a customer who feels rejected or undervalued.
How do you ensure your business is delivering on hospitality? Start at the base with making sure the core values of your business include not only great customer service, but great hospitality. Let’s make a distinction here: customer service is making sure your customer gets what they are paying for; hospitality is letting them know you welcome and value them…and want them to come back.
Next, make sure that every member of your team (front line, back office, shop/production, and delivery) is on-board with your hospitality core value and that they practice it every day, all day, with every customer. Make your team part of planning how you will deliver great hospitality and how you will measure success. Every business is different, so every plan will be too.
Hospitality doesn’t have to cost anything, although giving out freebies can be one of your tools. More importantly, respond promptly, take the time to give them your full attention, always offer them a smile or cheerful greeting, get to know them and what they need and prefer, don’t rush them, occasionally offer repeat customers something more, don’t make them ask for a pen or a bag, walk them to their car with an umbrella if it starts to rain, carry a heavy package to their car, offer to order what you don’t stock, ask their opinion on something you are thinking about offering or changing. What makes you, as a customer, feel welcome and valued?
Making hospitality part of what you offer your customers should improve customer satisfaction, make for happier employees and a better work environment, make YOUR job easier, and improve your bottom line. This is also a great way to strengthen your team…but that’s another conversation.
Written by Blog Contributor: Julia McCray
