This month’s review looks into ‘Chocolates on the pillow aren’t enough – Reinventing the Customer Experience’ by Jonathan Tisch. Looking at ways to ‘always give your best’, and ‘a little bit more’ and delves into the art of welcoming customers in imaginative and reinventive ways.
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‘Chocolates on the pillow aren’t enough – Reinventing the Customer Experience’ by Jonathan Tisch | Review by Jupiter Humphrey-Bishop AIH
Delve into the art of welcoming customers in imaginative and inventive ways as this book illustrates how to give your best and a bit more, with a straightforward and flexible approach in a world of ever-changing markets and customer needs. Understand the creativity required to gain an insight into what customers really want. Having the confidence to stand out and be unique and true to yourself can surprise and delight the customer.
As you read on, you will learn techniques you can adopt to attract and retain customers, allowing you to become truly customer centric. It is not just a product or service you should be selling an experience. This begins from the moment the customer first encounters your business and continues through to beyond the moment they leave so that you are creating enduring memories.
We should train and motivate our teams to channel the energy of our business vision into our work so that the customer truly feels what the spirits of the business . It is important that we maintain powerful connections with customers who make our work possible, meaningful and profitable. To understand customers fully , we need to reinvent their experience to create comfortable, intimate and rewarding life experiences.
In today’s constantly changing world, we become increasingly adaptable. Jonathon Tisch gives techniques we can use to create stronger, longer-lasting ties with our guests, to improve their lives, one step at a time.
One of the practice the author writes about is the ‘power of word of mouth’, allowing businesses to tap into the emotional side of marketing. As the message is passed around friends and family, it creates an element of trust, which is then associated with your organisation.
Understanding market trends will allow you to retain your customers giving you advantage over a world of competition.
In the chapter ‘The Hospitable Organisation’, the author writes that just turning ‘customers’ into ‘guests’ allows you to heighten the experience you provide. The ability to make people feel at home so that your hotel has a sense of familiarity empowers you to connect with your guests on a different level. This allows consumers to feel they are receiving better service and are nurtured and looked after. “We should take responsibility for the total well-being of our customers, going beyond just a printed list of ‘services provided’, to consider the human needs of our guests as individuals”, Tisch writes.
The chapter ‘Give your best, and a little bit more’ dives into why we should expand beyond the essentials. Fuelling creativity, excitement and delight, enables us to grow beyond the market without making consumers feel you are just ‘selling to them’ or diluting your identity.
I enjoyed reading this captivating and energetic book, which harnesses the key means of reimagining the way we approach customers. It gave me a clearer understanding on how to fine-tune businesses and brands to create more meaningful and magical experiences that our guests will remember.
This review and rating is the opinion of the reviewer.
5 stars = Exceptional not to be missed | 4.5 stars = Essential read | 4 stars =Very good | 3 stars = Good | 2 stars = Poor | 1 star = Very poor
Suitability: This is book is suitable for junior and mid-level managers in a customer-facing or non-customer-facing role. Ideal for anyone interested in the principles of exceptional customer service and guest experiences.
This book fits into the Business / Customer & Guest under the IoH’s Five Pillars off Learning, a new approach to CPD professional learning and development based on the five core areas of hospitality management.
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