“In the realm of service, a smile holds more value than the finest china,” voiced a seasoned hotel GM.

In days of yore, excellence was the standard. A tapestry woven with threads of politeness, mobility, generosity and engagement. Every encounter, a symphony of refined gestures echoing the golden age of prosperity (Mehra 2020).

But what has become of this elevated customer experience?

Have we, in our modernity, forsaken the art of caring, trading genuine concern for the allure of profit margins?

Mann et al (2024) advocate for leaders to reignite the flame of excellence within the service industry, offering patrons a luxurious experience irrespective of setting.

“True luxury,” they propose, “resides not in opulent price tags or lavish embellishments, but in service rendered with meticulous attention and genuine empathy.”

Let us, then, embark on a journey, contrasting two paradigms of hospitality: the humble pizza joint and the hallowed halls of a Michelin-starred establishment.

Both bastions of service, yet each catering to a distinct clientele.

By shunning the allure of budget-driven fast-food culture and embracing a paradigm of quality and excellence, a pizza establishment can transcend its humble origins to offer an experience steeped in sophistication.

Here is nine ways our pizza store does this.

Premium ingredients: Use premium, fresh ingredients sourced from reputable suppliers. This can include premium cheeses, artisanal meats, and locally-sourced produce to elevate the taste and freshness of the pizzas.

Handcrafted dough: Prepare dough in-house using traditional methods. This can add a unique flavour and authenticity to the pizzas.

Attention to detail: Pay meticulous attention to every aspect of pizza preparation, from dough stretching to topping distribution. Consistency in size, shape and toppings ensures each pizza meets the highest standards.

Creative menu: Offer a diverse menu with innovative flavour combinations and specialty pizzas. Incorporate seasonal ingredients and limited-time offers to keep the menu fresh and exciting for customers.

Exceptional service: Train staff to provide friendly, attentive and knowledgeable service. Encourage staff to engage with customers, answer questions about menu items and offer recommendations to enhance the overall dining experience.

Impeccable cleanliness: Maintain a clean and inviting environment, both in the dining area and kitchen. A spotless establishment conveys professionalism and care for the customers’ wellbeing.

Efficient operations: Streamline kitchen processes to ensure timely preparation and delivery of orders. Implementing efficient workflows and using technology such as online ordering systems can help minimise wait times and improve overall customer satisfaction.

Community engagement: Foster a sense of community by participating in local events, supporting charitable causes and engaging with customers through social media and loyalty programs. Building strong relationships with the community can cultivate customer loyalty and advocacy.

Continuous improvement: Regularly ask for feedback from customers and use it to identify areas for improvement. Adapt to changing preferences and industry trends, continuously striving to enhance the quality of the pizza and overall dining experience.

Indeed, the ethos of excellence is not confined to the realm of haute cuisine but extends its benevolent reach to every corner of the service industry.

As we navigate the shifting landscapes of consumer expectations, let us not forget the timeless wisdom: that true greatness lies not in grandiosity, but in the small yet profound gestures of care and consideration.

How can society embed a culture of excellence in the customer experience? I invite you to comment below with your ideas.

References:

Mehra A (2020) 1950s: Lessons We Can Learn from the Golden Age of CX, Fonolo website, accessed 28 March 2024. https://fonolo.com/blog/2018/07/1950s-lessons-we-can-learn-from-the-golden-age-of-customer-experience/

Mann et al (2024) How the world’s best hotels deliver exceptional customer experience, Industries, Travel, Logistics and Infrastructure, Our Insights, McKinsey & Company website, accessed 28 March 2024. https://mckinsey.com/industries/travel-logistics-and-infrastructure/our-insights/how-the-worlds-best-hotels-deliver-exceptional-customer-experience