When knowledge, skill, awareness, warmth, and creativity converge, something magical happens. Kevin’s story illustrates the importance of delivering graciously on the basics and then using passion and creativity to move to the land of “wow.”
In January of 1993, I delivered a keynote, “Service Excellence for Lifetime Loyalty,” to more than 500 franchisee owners of Subway of South Florida at what was then the Westin Hotel in Fort Lauderdale. Having been on the road for 60 days without a day off, I was exhausted. But I knew that when I finished at noon, I would be off, all expenses paid, for four days.
I delivered that speech with all the enthusiasm I could muster and got a standing ovation. After shaking hands with many of the participants, I made my way back to my room and opened the curtains, only to see a parking lot and a tiny pool with faded deck furniture. So, donning a bathing suit, ZZ Top t-shirt, SPF 50 sunblock, and L.L. Bean sandals, I hitched a ride to the beach in the hotel van.
1 BE ON THE LOOKOUT
It was one of those gorgeous January south Florida days: 75 degrees, sunny, clear, and dry, with a turquoise sea and puffy white clouds against a baby blue sky. Then it struck me. One of the hippest beaches in the world, South Beach, was less than an hour south. But I didn’t have a car. Then, I was unexpectedly greeted by a bellman from the Holiday Inn Lauderdale by the Sea. “Good afternoon, sir. You look a little lost. May I assist you?” he offered. “Yes, I’m staying at the Westin and need to rent a car to drive down to South Beach,” I replied. After introducing himself, Kevin told me I could get to the rental car agencies at the airport with either a two-stop bus ride for a buck fifty or a taxi for $25.
2 TUNE INTO DIRECTION STYLES
With time more important than money, the taxi was a no-brainer. Kevin asked if I preferred street-by-street instructions or a map. After telling him I hated maps, he escorted me to the bell desk, pulled out a piece of paper, and crafted a driving plan. “Mr. Brown, after you get back to the Westin, drive two miles west on Commercial, then take I-95 South,” Kevin said.
3 DON’T FORGET SAFETY TIPS
“And don’t stop for police cars unless there are two,” Kevin added. “I-95 is a hotbed for carjackers ready to pull you over and put a .357 Magnum to your head,” Kevin warned. Though shocked, I was grateful for the safety tip. “Then continue south on I-95 for 30 miles until coming to 395. Take it east, and pass over a causeway that takes you straight into South Beach. Go a couple of blocks, make a left on Collins, and park in the 11th Street lot. Walk one block over to Ocean Drive, and you’ll be in the heart of the Art Deco district where they filmed Miami Vice.”
4 RECOMMEND COOL PLACES
“And, by the way, don’t miss the Miami News Café, a place to people watch where you might see Gloria Estefan, Ricky Martin, and other beautiful people,” Kevin advised. The first thing I saw on Ocean Drive was a wild crowd at the Clevelander watching a women’s wet t-shirt boxing match. In search of lodging, I inquired about rates at the Deco neon-laced Edison Hotel South Beach. “They’re right in front of you!” barked the front desk clerk. Next up was another seemingly chic SoBe hotel where I asked to look at a room. All I got was a look-down-your-nose-at-you front desk attendant who threw down a key. The room was the size of a closet with a gigantic palmetto bug crawling up a white polyester curtain. I made a fast exit. Back on Ocean, I spotted the Miami News Café! Taking a front-row seat, I ordered a café con leche and an Evian with lemon. When the waiter brought me lime, I sat wondering, “Why am I here?”
5 DAZZLE WITH DELIGHTERS
Using Kevin’s directions in reverse, I made my way back to the Holiday Inn. “What’s up?” Kevin asked. “Well, they were pretty uppity down there in South Beach,” I meekly replied. “Bob, there’s no one at the front desk, but I’d be happy to get you a non-smoking king with an ocean view,” Kevin warmly offered. “You bet!” I replied. He took my luggage to the room, placed my Tumi bag next to the desk, put my pull bag on the luggage rack, and opened my garment bag carefully, placing it on the bed. “Bob, you must be tired and hungry. The kitchen is closed, but I’d be more than happy to make you a club sandwich,” he continued. “Yeah, and please bring me a bottled water with lemon,” I replied. And he remembered the lemon. “By the way Bob, what’s your profession?” Kevin inquired. “I’m a public speaker in the field of hospitality,” I explained. After I turned down a wake-up call, Kevin wished me a good night’s sleep.
That night, I slept like a baby. When I awoke, I felt fabulous, like I could bench press a Volkswagen. Stretching like a cat, I opened the balcony door, got a whiff of that gorgeous Atlantic salt air, then turned around and saw a handwritten note under my door. “Dear Bob: It was a pleasure assisting you. Understanding from our brief conversation that you work in the field of hospitality, there are three restaurants I think you might enjoy: the Casa Vecchia, the Down Under, and the 15th Street Fisheries. Here are their respective phone numbers. Oh, and by the way, we’re open for breakfast until 11:00 a.m., where Jeannie can make you her blueberry pancakes or the omelet of your choice. I’ll be at your service all day today, Kevin.”
Staring at that letter, I was transported to a rare place of surprise and delight. Had Kevin only delivered on the basics, he would have gotten a seven—failing by most hotel standards—on the service report card. But, by giving inside tips on the area, providing customized directions, getting me a room and something to eat, and topping it all off with a special handwritten note, he moved to service dazzlement with a score guaranteed to create lifetime loyalty.
Bob Brown, president of Bob Brown Service Solutions, www.bobbrownss.com, pioneered Marriott’s Service Excellence Program and has worked with clients such as Disney, Hilton, Morton’s of Chicago, Olive Garden, and Red Lobster. He has appeared on the Food Network and Hospitality Television and is author of The Little Brown Book of Restaurant Success and The Big Brown Book of Managers’ Success. ©Bob Brown Service Solutions 2008.
