We Are Here to Host!
In the service industry, especially in hotels, the term “guest” is fundamental. The term “customer” is discouraged and should never be used. The primary goal is to ensure that your guests feel as comfortable as they would at home.
But what about other industries?
Our world and our understanding of experiences are evolving every day. For instance, 30 years ago, if you asked a car dealership about the “options and accessories list,” you might have been met with puzzled looks. Nowadays, you buy a car almost like a “blank canvas” and customize it with an extensive list of options.
Why is this?
Because every day, the services we receive are becoming more “personalized.” They are tailored to our individual preferences.
That’s why, not only in hotels but across all sectors where services are provided, we expect the same warmth and attention. When we enter a store, we want to establish an emotional connection with the brand and the store. We expect personalized treatment.
Perhaps the message we’re sending is, “Don’t treat me like everyone else! I need to feel that I’m special to you,” right?
The term “customer,” in contrast, feels cold and commercial. It creates a sense of “someone who pays, buys a product, and then leaves” without forming any real connection.
In today’s world, there are countless alternatives, both in terms of products and stores. This includes e-commerce sites as well. Notice how even online stores send us reminders through emails or messages saying, “We’ve missed you; you haven’t visited our site in a while.”
With competition so fierce, if you greet potential “customers” in your store as if they were guests, you’ll likely gain a competitive edge.
One of the brands that successfully applied this concept years ago and remains relevant is the globally renowned bookstore chain, Barnes & Noble. Facing competition from e-commerce giants like Amazon.com, Barnes & Noble implemented a concept in their stores that set them apart. When you enter their stores, you can pick up books and magazines and read them in a comfortable chair with a cup of coffee without any obligation to purchase. Just like at home. No staff will come to ask if you’re buying or if you need to leave.
So, what happens next?
By the end of the day, you’re likely to buy that book. Even if you don’t, you might return the next day with a friend and purchase multiple books. You know you’re a “guest” there, and the primary focus is on making you feel comfortable, not just on making a sale. Once you provide this comfort and trust, sales will follow naturally. Just be sincere and treat every visitor to your store as a “guest.”
After reading this, consider the following questions:
“What is the store where you felt truly good and received excellent service? What approach did they take to make you feel this way?”
Your answer will be the most important guide for applying the same principles to your own guests.
Because no matter how much we explain or how many examples we give, the most impactful experiences are those we personally have.
May you have many guests!
