In his book “Unreasonable Hospitality: The Remarkable Power of Giving People More Than They Expect”, Will Guidara brings a new perspective on customer service that challenges the conventional norms of hospitality and service industries. It encourages business owners to go beyond standard service protocols to create extraordinary experiences for customers. It’s an approach rooted in the belief that exceptional service can change the way customers approach, interact, and advocate for your business.

Here are eight of the most practical insights from the book.

The core philosophy of the book is that exceeding customer expectations should be the norm, not the exception. It argues that in a world where consumers have endless choices, businesses can differentiate themselves through unique, personalized experiences. This goes beyond just being friendly or efficient; it involves deeply understanding customer needs and preferences and then going out of one's way to exceed them and acknowledge them.

A significant part of the book is dedicated to understanding customers. This includes learning about their preferences, history, and what makes them tick. For business owners, this means investing in customer relationship management systems, training staff to be observant and empathetic, and always seeking feedback. The book stresses that this understanding should be the foundation of all customer interactions.

Personalization is highlighted as the most important tool in achieving unreasonable hospitality. The book provides numerous examples of how businesses can tailor their services to individual customer needs, ranging from remembering their names to customizing products or services based on their preferences. This level of personalization creates a deep connection with customers, fostering loyalty and creating the elusive ‘raving fan’.

Unreasonable hospitality can only be reached when every team member is empowered to make decisions that enhance customer experience. The book advises business owners to create a culture of trust and innovation, where employees feel confident to go above and beyond for customers without always seeking approval from higher-ups.

The book emphasizes the importance of creating experiences that customers remember and talk about. This includes everything from the ambiance of your business to unexpected gestures that delight customers. For example, a restaurant could send a complimentary dish to a table celebrating a special occasion, or a retail store could offer personalized shopping experiences after hours.

Dealing with customer complaints and negative experiences is an inevitable part of any business. "Unreasonable Hospitality" offers strategies for turning these situations into opportunities to demonstrate commitment to customer satisfaction. This involves listening empathetically, resolving issues promptly, and following up to ensure customer satisfaction.

Innovation is a recurring theme in the book. It encourages business owners to constantly seek new ways to surprise and delight their customers. This could involve leveraging technology for better service delivery, experimenting with new business models, or introducing unique product offerings.

The book concludes by discussing how to measure the impact of unreasonable hospitality. This goes beyond traditional metrics like sales and profit margins. It suggests measuring customer satisfaction, repeat business, and referrals to gauge the success of implementing these principles in your business.

"Unreasonable Hospitality" serves as a guide for business owners who aspire to elevate their customer service to new heights. By adopting this approach, businesses can create a loyal customer base that not only returns but also becomes ambassadors of their brand. The book is a call to rethink traditional customer service and embrace a more personal and innovative approach to serving your clients and customers. Even if the time and effort it takes seems unreasonable before you begin, Guidara makes the case that it will almost always be worth it.