BY BRYAN K. WILLIAMS, DM

BUCKLE YOUR SEAT BELT. I am about to make a bold assertion that I believe to my core!

In all my years of writing, speaking and consulting on the topic of service excellence, this belief has always been the foundation of everything I teach.

Here goes: Everyone already knows how to provide exceptional service.

I’ ve always felt that, but here’ s an example to illustrate my point:

One year ago, I was on a business trip and went to a restaurant for dinner. The place had decent reviews and was close to where I was staying. The food was good, but the service was mediocre at best. Hardly any smiles from the wait staff. I regularly had to call someone over for basic things like refilling my water or bringing utensils. No sense of urgency or hospitality whatsoever. But then, something interesting happened. A gentleman walked in, and several servers ran over to greet him with the warmest welcome you could imagine. They inquired about how he and his family were doing. They promptly got a table for him( close to where I was seated), told him about the evening’ s specials( no one else got that) and offered menu and drink suggestions( no one else got that, either). They were genuinely attentive to him without being obtrusive.

As a former fine dining server, I can attest that the staff nailed every detail imaginable— to perfection.

So, what happened? Did they all magically learn how to deliver outstanding service when this one guest arrived?

Of course not. They already knew how to do it!

THE DIFFERENCE BETWEEN GOOD AND WORLD-CLASS So the real question is: If they knew how to do it all along, why didn’ t they give everyone great service?

The answer to that question is what separates the good from the great— and the great from the world-class.

Here it is: The staff perceived the guest to be important, so they treated him that way.

Everyone knows how to make someone feel special— if they perceive that person as special. We go out of our way when we believe the other person is worth the effort.

The point is, world-class service is mainly about assuming that everyone you serve is worthy of the best you have to offer. Assume every guest in your spa is a VIP and treat them that way. That mindset goes beyond service steps, special amenities and glasses of champagne. It’ s a matter of humanity— and the worth we bestow on people, regardless of their background, status or values.

Dr. Martin Luther King Jr. once said,“ Everybody can be great, because anybody can serve.”

Simply put, if you are serving others, then you are in the love business. To love means“ to care deeply for,” and every person wants to feel cared for.

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