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A series of articles addressing the difference between Customer Service and Hospitality. Many businesses confuse the two when they focus solely on what they do for guests rather than how they do it. While providing the rational solution in the transaction, their teams fail to address the emotional element that visitors are seeking. As a result they lose the long-term financial gain that comes from emotionally-engaged customers.
Visitors to your business may rave about your products. They may love your prices. They might just come because of your convenience and store hours. However these are all things that you give them – things that usually be offered equally by a competitor. What is harder to replicate is HOW you treat those visitors. Do you show your guests “WE CARE”?
How can a company separate itself from its competitors in its customer care program? Counter intuitively, it is by not giving them customer service. Rather a business and its team must deliver HOSPITALITY.
If we enter a business, why wouldn’t we expect to be cheerfully greeted by someone on the staff? Beyond the (business logic) of potentially losing a sale as we walk out after being unattended to, isn’t it simple social courtesy to be greeted when we visit somewhere?
