Does your business provide Unreasonable Hospitality?

[Pesso]

Hey Square Readers,

Welcome to another round of the Square Readers Book Club! Today we’re starting our next book for January & February 2025, Unreasonable Hospitality by Will Guidara! 

This book is all about giving a truly incredible hospitality experience to your customers. It dives into key strategies and tactics that the author has used in the restaurant industry, with transferable lessons you can use in your business. Its focus is on creating a culture of excellence and care, empowering employees to enable it, and using small gestures to blow your customers’ minds.

As we start reading the book, we’ll kick off our conversations with a baseline of your experiences giving and receiving exceptional customer service. I’d love to hear about you and how you have received great hospitality, and given it in your business, so share your story in the comments!

So let’s talk:

• What’s a great customer service & hospitality experience you’ve ever received? 
• How do you currently deliver an outstanding customer experience, in big and small ways? 
• What questions are you hoping to have answered by reading this book?

For some extra fun, share a selfie of you with the book here in the comments! 

Don’t forget to:

• View and Subscribe to all threads about this book

Happy reading!

Pesso

[Pesso]

Here's some of mine:

1. Getting a good hospitality experience doesn't have to be fancy. There's a great pizza place by me that if you're getting some slices an hour or so before closing, they'll throw in some extra ones for free. It's a great way for the business to prevent food waste, to encourage folks to try new varieties which they'll probably buy more of next time, and for the customer to get an extra treat! It surprised the heck out of me the first time I went, and thought it was just an enthusiastic employee, but it happened again the next time I went so it must just be process and policy. I loved it!

2. I was managing all of the social media for my ice cream shop, and one day when I was posting about a new flavor, one of our regular customers commented saying she wish she could get some but she just went through her first round of chemo and couldn't come in. I sent her a DM asking for her address and we ran a pint over to her house -- she was only a couple blocks away. She was absolutely thrilled, we both started crying, and gained an absolute customer and advocate for life. 

3. I can't wait to hear more strategies and processes and ways to institutionalize creative ways of absolutely thrilling customers on a day to day basis. I'm always surprised at how easily I get enamored by businesses, and how simple it can be -- but it's tough to think of ways to do it myself! Can't wait to learn more-

And here’s me with my (digital) copy of the book:

 

[DinaLRosenberg]

Ah! Welcome to book club 2025! How is it even possible?

Excellent customer service at Amityville Apothecary means creating a personalized, judgment-free, and welcoming experience for every individual who walks through our doors or shops with us online. We go above and beyond to understand our customers' needs—whether they’re seeking a crystal for healing, guidance through tarot, or just a safe space to explore their spirituality. Like Nordstrom, we believe in empowering our team to make decisions that prioritize the customer’s happiness and satisfaction.

If a customer has a unique request—such as sourcing a rare crystal or designing a custom spell kit—we’ll do everything in our power to make it happen. Our team is empowered to think outside the box to ensure our customers leave feeling cared for and supported. Even if it’s not something we usually offer, we’ll work hard to find a solution or guide them to the right resource.

We trust our team and give them the tools, knowledge, and freedom to make decisions in the moment that prioritize the customer. Whether it’s staying late to help a shopper find the perfect gift or offering a complimentary service to brighten someone’s day, we encourage them to treat every customer like they’re family.

[Pesso]

For real! Time absolutely flies!

Thanks for sharing, @DinaLRosenberg ! 

I love that you're focused on creating a culture of inclusion and zero judgement, and educating & empowering your employees to enable that too! I was definitely thinking about your Nordstrom example while reading this book -- I think you'll find a lot of similarities there in this book. 

Those are such great ways to really give a lasting memorable experience to your customers, and show that you care and they're not just dollar signs and numbers to you. I love it.

I'd love to hear about an over the top customer experience or two that you've personally experienced somewhere else, too!

Thanks again for jumping in here-

[DinaLRosenberg]

Well- I have to shout out @maxpete and @Isabelle and the other Square team members who helped navigate through my latest website crisis. That definitely was amazing service.

Another anecdote that comes to mind is Le Creuset. I've had a beautiful, enamel pot for them for some time (a decade? more?). The enamel began to wear off of it and they replaced the pot. Even though I had used that pot hundreds of times- they stand behind their work and their product and replaced it. 

[Pesso]

Heck yea, love the @maxpete & @isabelle praise & shoutout -- way to live that Unreasonable Hospitality life, team! 

That is absolutely fantastic customer service and really shows how far you can take standing behind your products. Thanks for sharing it!

[CareyJo]

I have friends who would be in LOVE with your store.  Then there's me.  LOL... I would feel so out of place because it's not me but I would go in there with them and would love that you are so welcoming ❤️

[DinaLRosenberg]

I have been into so many metaphysical and "witchy type" stores where the staff were rude.. sorta looking down on people and thinking they are cooler than or better than. That always annoyed me SO MUCH so we are welcoming to people of all walks on their path no matter when they got on the path.

We try and lead from "teaching" and compassion/understanding...

[Pesso]

Looking forward to hearing all of your pre-reading thoughts on Unreasonable Hospitality:

 @CareyJo , @bonny , @thecedar , @HC_Charlie , @RuckusDonuts , @Smellthis1919 , @BrianaJo , @Doran , @TheArtChildLLC , @TheArtChild , @schaefferjosh , @EMstudioWA , @JUYBoutique20 

[ryanwanner]

Hey @Pesso ! Finally able to get back into the Book Club!

After watching the Forks episode of The Bear, I immediately downloaded this book to my Kindle. I've been slowly going through it, and I'm keen to talk about it!

For your questions:

1. Honestly any time I feel like the employee/manager/owner is actually happy with their job the hospitality levels seem to go up. From little things like bringing a refill of a beverage without asking to recommendations for a new book based on what I'm buying all the way to free product because something was incorrect. If I can tell they're invested the whole experience is just better.

2. When I had my cafe and when I'm able to reopen my coffee bar, I had pretty stringent training procedures in place, but what I felt made the leap to UH was that my baristas couldn't get out of training until they knew the names or drinks of 25% of my regulars. I wanted to hear them welcome people by name, ask if they wanted their usual, ask how the family is, whatever. My goal is to make our guests feel like they're visiting an old friend instead of plunking down money for coffee. The employee wanted to move up to a trainer level? 50% of the regulars. Supervisor? 75%. Manager? 90+%. There was no flex on this rule. And it worked: I can't tell you how many regulars would bring friends in and tell them how much they will enjoy "my coffee shop." 🙂

3. Biggest hopeful takeaway is more ways to hone that UH experience. In the coffee world, you can't throw a rock without hitting competition, so being able to set ourselves apart is vital to the sustainability of the business.

[Pesso]

Amazing! It's so great to have you back with us, @ryanwanner !

Yesssss -- I absolutely loved that episode, and totally didn't catch the book was in there until someone on my team brought it up. Way to go for being proactive on it!

Oooh those are such great examples -- thanks for sharing! I absolutely love the little things too, and you're right, it shows that they're invested and care about customers more than just going through the motions -- even if those little things technically are going through really good motions, they don't feel like it. 

I freaking love that name rule! "Forcing" folks to get more human and make deeper connections, even if it's just their name, makes a big difference and is a slippery slope to getting to know more about them, and making it a real community. Love that sliding scale for higher percentages of customers too -- such a great idea and execution! And I love that payoff of them feeling like it's their spot. Huge. Way to go in making that happen! Rooting for ya in doing it again in the new place.

What other rules and processes like that did you have?

I love that goal and that you're aware of how important it is, and how much of a different it makes in all of the ways. It really is vital these days, especially when there's less and less community all around, its up to us lil businesses to fill that gap -- and it pays off!

Can't wait to hear more of your thoughts as we go. Thanks so much for sharing!

[CareyJo]

I couldn't have said it better myself!!

[CareyJo]

I couldn't agree more!!!

[CareyJo]

[Pesso]

Thanks for sharing the selfie, @CareyJo !

[CareyJo]

Don't hate me because I'm a Broncos fan!  LOL

I'm excited about this book!  I loved the first chapter.  It was a quick, easy read.  Even if I only read one chapter a day it will be quick to finish but I suspect I'll have it done sooner than that.

I agree with all of the comments here.  For me, a big one is one that @ryanwanner mentioned - bringing me a refill without being asked.  I'm ALWAYS impressed by that.  My second big one is giving me enough ice.  I always ask for TONS of ice and 95% of the time I'm lucky to get an inch or two at the top.  My family is so used to me complaining about the ice that they now complain for me and make a joke out of it.  They will tell the server, that's not enough ice, just bring her the bucket!

I also agree that treating people like family is HUGE.  We live in a small town.  We live in the smallest big state in the US... lol.  We're fourth largest in land mass and yet we have the smallest population of all of them.  Our entire state is just one small town all spread out and if you spend enough time here, I guarantee you'll hear someone from here say that.  Most of our communities act like family and treat you like family, like they've known you your whole life.  It's welcoming.  It matters.  We can go to the biggest city in MT, which has a population of around 200k and still find it.

In our business, I'm the voice.  People rarely meet me in person because we work from home.  My husband cannot remember names to save his life.  He rarely knows a customer by name if I mention them.  His brain just doesn't work that way.  But he can literally drive through town, on any street and point to every house he has worked on.  He can point out buildings he helped build.  He can tell you what's hidden in the walls of those buildings too 🤣  But I remember names.  When Willa calls for service, I ask her how her daughter is doing after her son's suicide.  When Russ calls, I ask how his mom (who's 101) is doing.  I remember the details and the people.  So when he gets to their house, they will say to him how good it made them feel that I remember them.  That I KNOW who they are, they're not just a name in my data base.

For me, as a person, not just a business owner, is to smile.  Be kind.  Say thank you.  Hold doors.  For everyone.  When you smile on the phone and have a conversation with someone and not just take their vitals, they can feel it.  I tell everyone to have a great day when I hang up.  That's something I learned from my mentor nearly 30 years ago.  She answered her phone by saying "it's a great day!" not hello.  I choose to end with it.  I learned decades ago that the last thing people hear you say is what they will remember the most.  For example:  You have a leaky pipe on your boiler and we're going to have to shut it down but we can fix it!  You always want the last thing you say to be the positive note.  You've heard it a million times - end the conversation on a positive note.  In giving UH, you can do that by simply giving a smile and saying thank you.

[Pesso]

I'm so glad that you're enjoying the read and soaring through it so far, @CareyJo !

That's so funny with the ice -- I'm the opposite. I drink my water so quickly, that all that's left is ice, and because my glass is the emptiest, the servers fill mine first, and more ice goes in, so 10 minutes after sitting down my glass is all ice and no water. My brother gets a kick out of it every time, and I'm laughing but frustrated. Maybe only one time in my life has a server noticed and switched me out to a fresh glass. 

That is absolutely wonderful that you've built up those relationships and gotten to know so much about your customers. That's really rare and so incredible, and I know they appreciate that personal touch that you bring to things. That's such a great tip about remembering how the conversation & interaction ends.

Thanks so much again for all the insights and can't wait to hear your thoughts on the rest of the book as we go!

[ChickenRacer]

I drink a ridiculous amount of water a day, and I constantly freak people out with how much I consume. I also can't stand venues that make it difficult to consumer water, ie small cups and the like. I am a no ice for water, but lots of ice for spirits haha

[ChickenRacer]

I am excited for this book, first one I have read along with the Square Book Club, albeit I will be audio-booking it. I too heard about it from The Bear, and it was on my list. After having started it, it's been exciting to see some of the habits that are already in play, though as always much to work on!

In regards to the talking points:

• What’s a great customer service & hospitality experience you’ve ever received? 
  • Most recently we went to a holiday town in it's off season, and of the 6 venues we went to, one cafe very much stood out, with friendly staff (who greeted you!!), and great tucker. It was the simple things they did that should be automatic, rather then being exceptional in itself
• How do you currently deliver an outstanding customer experience, in big and small ways? In a small way, trying to always acknowledge customers, whether they are currently being served, in-line to be served, or looking lost. I think it's such a lost art, and something so important. In a large way, we work extremely hard to be consistent. Sometimes our actual product (food and beverage mainly) is 7.5 out of 10, rather then consitently 10 as we'd like, but it 99% of the time 7.5 or better. I think that's puts us ahead of the game with our competitors, based on our type of business and our trading up's and downs.
• What questions are you hoping to have answered by reading this book?
  • Basically just what else I can work on, personally and with my team. Due to constraints with locattion, seasonality, staffing etc, we have to do things different, so sometimes we sell the "sizzle" more then the "sausage", so any service/hospitalty edge, I am a fan of. 

[CareyJo]

CHAPTER 2 - OOOOOOOOOOOOOOOOOOMMMMMMMMMMMMMMMMMMGGGGGGGGGGGGGGG!!!  A WHOLE box of tissues!!!

Wow!  Really puts life into perspective, doesn't it?

[bonny]

I don't have an example of great customer service to share.  I've been on the receiving end of less than stellar service. The first half of my life was spent predominantly in the military, in the hurry up and wait culture.  I can say it was discouraging and there were few ways to improve the process because it was well beyond my control.  I've been different enough to always want to exceed expectations though.  One example, when my unit deployed, I planned ahead to place a mint on everyone's pillows for when they arrived onsite.  It always brought an unexpected smile to their faces. I also bought extra toilet paper at my expense so when the inevitable happened, I could come to the rescue and no one was left high and dry, so to speak.  That kind of stuff was always appreciated.  I love the examples in the book where it's not just one person coming up with good ideas to try because everyone notices the small stuff differently.  When it's a team thing, everyone is involved in the process improvement.  Maybe the better descriptor is invested.  

Outstanding customer service. I have two different modes. One is I make a point to ship the same day orders are received and I send a handwritten thank you note with each order. For my in-person customer service, I take the time to answer all the questions they have, including ones I know are not going to result in a sale.  Like when they want to know how I get the detail in my paintings and then the surprise when they learn it was watercolor, a traditionally unforgiving medium to work in.  I'm sure they don't realize I have to stop myself from talking quite literally for hours upon hours on the methods used with different results until their eyes rolled out of their head but I shorten it to just the highlights and invite them to email me if they have more questions.  Some do, some don't.  I've noticed the engaging part of the conversation is when they realize they are actually talking to the person who made whatever it is we are looking at versus a salesperson with talking points.  

The questions I was hoping to have answered are things like how can I engage with my customers better.  Being an introvert, schmoozing doesn't come naturally to me.  It takes a LOT of effort on my part but I would like to learn how can I make a difference and understand how to translate the experience into something memorable for my customers.  

So here is my selfie.  I don't know how you all are getting the whole book and you in the picture.  My arm isn't long enough.  😁  Also note, that I take the jacket of the book off and save it for when I'm done with the book so it doesn't get all banged up while I'm reading. This is what's under the jacket.  I plan to donate the book to my local library when I'm done with it since they don't have one and there's a waitlist of 42 people for the one digital version they do have.