Selling Synchronized Service

Selling Synchronized Service

Last week while speaking to an association chapter of healthcare finance professionals, I had the pleasure of staying at a Ritz-Carlton. While I like to think of myself as a seasoned business traveler, the level of service I received at the Ritz reduced me to a country bumpkin. From the courtesy of each staff person to the chocolate on the pillow that I found when I returned to my room in the evening, every gesture seemed designed to please.

Ritz-CarltonPerhaps the moment of truth was something I observed at the last luncheon I attended during the conference. As a business woman, I’m used to the usual hotel banquet service: you try to focus on the speaker while the staff scurries to feed the multitudes, banging silver warming trays and exchanging salad dishes for the entrée dishes, all to the background music of clattering silverware. At this Ritz-Carlton, however, things were quite different.

First, the staff were barely noticeable and the noise level was whisper-soft. Then, when it came time to deliver our meals, something happened. Expecting the usual “dip-and-dump” of my plate on the table, I leaned a little to my left to accommodate my server. But no, wait: there was a pause. I straightened up, surprised.   We were suddenly surrounded by a ring of white-gloved staff people, all of whom stood at attention for a full count of three, then elegantly delivered our meals in one sweeping gesture, first to one-half of the table, then to the other. We were the grateful recipients of something they call “synchronized service.”

Of course I had to ask the waiter David about it. I’d never seen anything like that before. Their commitment to synchronized service is not a Ritz-Carlton standard, he told me, but rather is a standard of that particular property. The courtesy of the staff–from those who performed that balletic delivery of our banquet food to the maids pushing carts in the hall–seemed authentic, professional and anything but cloying. They seemed genuinely glad to see us, to serve us and to ensure that our stay with them was exquisite. And it was.

So that got me thinking: What kind of “synchronized service” can I provide in my own business? How can I not just meet my clients’ needs but rather, as my marketing professor Dr. John Zerio at Thunderbird used to say with his charming Brazilian accent, “Deeee-light the customer!”? What kinds of touches could I add to my own delivery of coaching and speaking services that would cause my clients to stop in their tracks just as I did when those dishes were placed in front of us in one elegant move?

And I’ll ask you the same thing–how can you provide service to your customers, clients or employees in a way that demonstrates your commitment to their complete well-being and is delivered with the same synchronicity and grace of the wait staff at the Ritz? What can we do that is the equivalent of that chocolate on the pillow?

I welcome your comments.

Comments

  1. GREAT post! thank you. I am thinking about synchronized service-so beautiful as a way to do business. LOVE it

    • Mary: I was bowled over by the orchestrated gesture of the wait staff and couldn’t wait to blog about it! And yes, I’m looking for ways to integrate this idea into my own business. If you come up with any ideas, let me know. And thanks so much for adding to this conversation.

  2. Hi Vickie,
    Great post. I love the way blogging helps me retain great little stories that pop up day to day. This is a great example of such a story that you (and now I) will use when chatting with friends or delivering workshops. Thanks for taking the time to share it!

    • Laura–thanks so much for reading & adding your insights! I, too, love blogging… a great way to share my own insights as well as learning about others. I look forward to reading your blog, too!

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