In my last article, I discussed the importance of the customers experience across all touchpoints, each stage of their interactions with your business and delved deeper into the importance of Customer Journey Mapping – I refer to these touchpoints as ‘Moments of Truth’ they are the interactions that occur that leave a lasting positive or negative impression on a customer.
It’s important to note, Customer Journey Mapping is not enough on its own. It is critical that each touchpoint is backed up with a ‘Best Practice Service Standard’ or the process is clearly mapped out so the steps are clear. The service standards need to be based on key behaviours that are measurable, deliverable, trainable and coachable.
Because we do research we know what makes a difference, with our hospitality clients the Host who greets you is the most spoken about person. When we research the customer and they talk about the Host they just about repeat the service standard. They say things like they greet you with a smile, they welcome you and then walk you to the table explaining how the restaurant works. I’m not saying that other roles are not important, they are, but the Host sets the first impression.
For example, at a fine dining restaurant known for its local seafood, a woman arrived early for a 6:00 pm reservation. She was visiting from interstate and mentioned to the host that this was her “treat meal” while travelling for work.
From the moment she sat down, the service team delivered best practice:
- The waiter welcomed her by name and offered a choice of window or fire-side seating.
- They explained the seasonal specials with enthusiasm, offered pairing suggestions with confidence, and allowed space for her to enjoy the ambience without feeling rushed.
- Her water glass was refilled without asking, each course arrived with a brief explanation, and a friendly check-in was timed perfectly between bites — not too early, not too late.
At the end of the meal, the waiter brought a small complimentary house-made truffle with her tea and thanked her for choosing them. No upsell, no pressure — just genuine appreciation and attention to detail.
This is a great example for highlighting how consistency, confidence, and subtle personalisation create a standout experience.
And the woman wrote a testimonial.
“It was the little things — the rhythm of service, the thoughtful timing, the warmth in the staff — that made the experience feel luxurious. I felt looked after without ever feeling watched.”
Key behaviours identified by customers that create a great first impression are:
| Positive First Impression (Face to Face) POSTURE – Standing upright facing the customerEYE CONTACT – Holding eye contact as the customer approaches FACIAL EXPRESSION – Smile with teethGREETING – Greet customer with a positive tone, holding eye contact throughout the statement. |
| Same for the phone and email which for many businesses can be the first impression for the customer. |
| Positive First Impression (Telephone) ANSWER THE PHONE – Answer the phone within 3 rings POSTURE – Sitting Upright FACIAL EXPRESSION – Smile naturally with teeth (your voice replaces your smile) GREETING – Using a positive tone of voice, speak clearly and slowly saying “Welcome to (name of business), this is (name)” |
| Ask an open question, e.g. “How can I help you today?” Use correct, professional language at all times, including, “yes” and/or “certainly”, for example. |
| Positive First Impression (Email) PERSONAL GREETING – Dear XXXX, Personal opening … relevant to why you are communicating PARAPHRASE OR EXPLAIN REASON FOR THE COMMUNICATION – “As per your request, I am sending to you your post campaign report. I’d love to have the opportunity to go through it with you.” SUMMARY – Set expectations for future follow up GRATITUDE – “Once again thank you for your campaign……” FAREWELL – “Enjoy the rest of your afternoon” |
| Use correct, professional language at all times, including, “yes” and/or “certainly”, for example. |
The key to creating service standards is to identify the behaviours that create the feeling you want people to experience, without creating rote scripting where everyone says the same thing, customers hate this.
If you smile a vast majority of customers smile back, if you want the customer to feel they have been heard then accurately paraphrasing what they tell you is a great way to do that.
Every interaction is a chance to leave a lasting impression. Whether we’re recovering from a hiccup or delivering flawless service from the first hello, it’s the consistent, thoughtful behaviours that make all the difference.
What behaviours create the feeling you want your customers to have?
‘Leaders As Coaches’
Empowering your leaders to coach your team to deliver 10/10.
Through our award-winning two-day ‘Leaders as Coaches‘ program, your leaders will learn the techniques, behaviours and skills required to help their teams succeed in delivering service standards, ensuring your customers return and spend more.
Interested to know more? Let’s Chat
Need more information? Have a look through my previous Blogs, located on The Loyalty Zone website or contact me, I look forward to hearing from you.
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Warm Regards
Craig Cherry