Rekindling the art of service
My first job was like most, I worked as a waitress for two years whilst I did my A-levels, and I learned rather a lot about manners, presentation, professionalism, but most of all, service. Although I hated it at times, it opened my eyes to a new world which I liked.
On my first day I remember being handed a huge pack of information, booklets that I was expected to learn and study, and quite quickly I realised that there were people far exceeding me in years and ability who had made this their entire and highly successful careers. It was the art of service, and I stood at the back of the restaurant with my keyring of laminated flashcards trying to educate myself about wine and flavour pairing. The till was touchscreen and I had my own swipe card — back then, that was ‘the future’.
I remember feeling for the first time that what I was doing mattered, and I dutifully spent two years in service to the people who chose the hotel. I love-hated it, always, but I felt a genuine happiness and satisfaction when I knew that I had created a wonderful experience for our customers. That is how and why I stuck it out.
Perhaps omitting the times when an entire bottle of champagne exploded on me during a wedding service, or when someone found a caterpillar in their vegetables, or when I dropped an ENTIRE prawn cocktail into a customer’s lap. Yep, that took some reparation.
In all the jobs of my latter career I never felt that job satisfaction as I did when I knew a customer left well fed and happy. When I set up my own business I made it my mission to make sure my customers were treated to the same level of service that I was taught all those years ago. I’m pretty sure it was hardwired into me.
The act of providing good service to another requires you to care about their experience.
That is the key to repeat business, especially for small businesses in our ever-growing world.
My first goal with a client is to understand them, and then secondly to provide them with a design that is completely specific to their needs. It’s knowing when to listen, and when to guide. Your skillset is as unique and diverse as your clients’ needs; you won’t be the right fit for everyone, and you don’t have to be, but you can make sure those you work with are grateful that they chose you.
And providing an unforgettable experience is what will ensure the survival of businesses in a world where the future of storefronts is uncertain. We need to remember that without the people we are serving, there are no profits or possibilities, and unless you’re providing excellent service, you and your business will likely not make the cut when it comes to convenience.
The internet has both simplified and complicated everything; we can shop online with ease, but there is so much variety, and many more decisions to make. We can order that specialist product online instead of finding a specialist shop locally; its simpler in some ways, you follow the instructions and it is delivered to your door, but it doesn’t offer you quite the same experience.
If you will allow me a little discourse…
My family background is quite unique, well, unique to me. My sisters and I grew up eating homemade English, Italian and Indian food, all authentically created by respect of each of my ancestors’ stories — namely my grandparents — and the countries they grew up in, the people whom they loved and married. We were so culturally rich, it taught us to be both accepting and adventurous. We were enthused by the excited throwing of pasta at a wall to check if it was ready, and the exotic scent of spices heating in a pan, waiting patiently all-day for the meal ahead.
We were engaged in the process, and our relatives not only explained the function of cooking those meals with us, but regaled us with stories of the jungle, of running with horses, being chased by Komodo dragons and lengthy boat crossings to new lives. It is that human experience, that human connection, which engrains that sense of love and tradition. I fully believe that is part of the reason that family meals are such an important part of my life now.
When I recreate meals that were important to my family growing up, I remember those moments and the stories of my parents and grandparents. I tell them to my children, and I try to involve them, in the hopes that they too will remember to create things with love as they grow up.
I hope to create an experience for them, which they will emulate in their world. To create and offer things with love to serve other people and remember the human story and connection.
It is an unavoidable truth, that sometimes convenience wins, and we will all use the tools at our fingertips to reduce the load in our lives. As a consumer, remember that using or buying a specialist product or service is as much about the experience as it is about what you are purchasing.
And if your livelihood depends on human interaction, remember to put love and care into what you do. It is all an exchange, but manners, gratitude and service are the one asset you can use with reckless abandon which won’t pull you under.
If you create incredible value and information for others that can change their lives - and you always stay focused on that service - the financial success will follow. Brendon Burchard
