Mastering the art of anticipation
In a world where customer preferences and expectations shift in the blink of an eye, mastering the art of anticipation can truly set you apart.
Anticipation isn't about having a crystal ball – it's about staying vigilant, curious and proactive to the unexpressed wishes and needs of your customer.
Famous for its 5-star customer experience, The Ritz-Carlton is the master of anticipating customer needs. Their service standards dictate that it’s not enough to only act on the things customers ask for - they also need to determine and fulfil the wishes and needs that aren’t being said out loud.
Put simply:
Deliver the expected.
Follow up with delivering the unexpected.
We have much to learn from this world-class organisation. Here’s to how to develop anticipation skills.
1. Learn about the customer
This could begin as early as reservations or check-ins, or in a business context, at the first-touch meeting. To make a guest feel important, it’s important to "know" them in order to be able to "anticipate" them. Be intentional in collecting and recording customer feedback and data at every touchpoint, so that we have valuable insights into what makes our guests or clients tick. Side note: The growth of AI can help us identify patterns, anticipate guest needs and proactively offer individualised services and recommendations.
2. Put yourself in your customer's shoes
Put on our empathy hats and try to understand our client’s journey, so that we can anticipate the pain points and moments of joy along the way.
3. Collaborate closely with the team
Adopt a “win as a team” mindset to share observations and experiences of our clients to fellow co-workers. Such collective insights will benefit everyone in knowing exactly how to serve our clients well. The organisation should provide a system to capture these insights.
4. Be courageous to ask questions
If a guest asks the Concierge for directions to a local museum, not only should we fulfil the request, but we should take the additional step to engage with them. Ask a client what they are most excited to see at their expected destination or result and, based on their answers, proactively recommend a perhaps overlooked but equally exciting result for them to consider.
5. Always be observing
If it is about to rain, take notice of guests without an umbrella. Immediately offer assistance to clients if you foresee difficulties, for example an umbrella as they are heading out.
In order to deliver WOW and be memorable to your clients, guests and customers, the service industry isn't just about meeting expectations – it's about exceeding them with flair and human sensitivity.
When you think about your best customer service experience, do you have any stories which come to mind? ●