A welcoming service experience
Twenty years ago, I worked as a Facility Manager at Ernst & Young. At that time, the concept of a comprehensive service experience hardly existed. Clients were politely received at the reception and waited for an accountant or tax advisor to come and get them a common practice that can still be seen today: neat, functional, but nothing more.
Until I had a conversation with one of EY’s sales directors.
Much of our growth came from word-of-mouth, thanks to satisfied clients. These were valuable customers we wanted to retain for the long term. That got us thinking: how can we create an experience that makes clients choose us again and again?
Five-star experience in the business world
During a stay at a five-star hotel, I was completely pampered: a warm, personal welcome, impeccable service, and delightful refreshments. Even at departure, everything was perfectly arranged—from assistance with luggage to directions to the airport. I quickly realized that this level of experience was also needed in the business world. A visit to our office had to be something unique, where deals could even start at the reception thanks to well-trained receptionists.
The power of unconscious experiences
An excellent hospitality experience is not a luxury, it’s an absolute must. It generates more revenue, new assignments, satisfied clients, and the best word-of-mouth marketing. It also strengthens relationships with existing clients. Experience is about what we see, hear, smell, feel, and taste, combined with the emotions these senses evoke. While everyone experiences this in their own way, there are universal elements that work.
What we experience influences our subconscious and our mood. Consciously, we process only 60 bits of information, while our subconscious takes in 12 million bits (Source: Ap Dijksterhuis). This highlights just how important a positive experience is for retaining clients and attracting new ones.
Collective experiences
You might think it’s impossible to give everyone a positive experience because each person is different. Yet the opposite is true. Look at reviews with many responses: they show that people often value or criticize the same aspects of a service or experience. There are shared expectations and assumptions that you can use to create a consistent, high-quality service experience.
From assumptions to certainty
Measuring experience is far more valuable than relying on assumptions. We often assume, based on our own perspective, that our service is good. However, fewer than 10% of customers actually share that view. Visitors often experience service differently than we think, and their perception can change throughout their visit. This depends on factors such as employee behavior and the various spaces they encounter during their visit.
Gaining real insight into how customers experience your service is essential if you want to make targeted improvements. That’s why at WOW in Business, we have developed a unique method and tool to measure the service experience at every stage of the customer journey.
The most powerful compliment
Creating a welcoming service experience is essentially simple: put yourself in the visitor’s journey and actively manage all elements of their experience. It doesn’t always have to be costly. With conscious and personal attention, you can already make a big difference.
One of the nicest compliments I ever received came from an EY partner. One of his key clients, responsible for two million euros in annual revenue, spent half of a meeting praising the way he had been received at our office. Every employee, from the receptionist to the caretaker, welcomed him professionally and with genuine attention. The kindness and interest he experienced even surpassed that of the most luxurious hotels. For him, the choice between our office and another was quickly made. The personal treatment made all the difference.
Creating an authentic service experience
I’d like to take you on the journey of Service Experience. Discover how, as an entrepreneur, you can create an unforgettable service experience that stays with people.
Welcome and treat others with respect, genuine attention, and a sparkling smile!
Iwan de Leeuw
Founder, Strategist & Inspirator
Iwan is the Founder of BESPARK and operates at the intersection of strategy, people, and the work environment. He believes that real progress begins with inspiration and the energy that emerges when people, ideas, and environments reinforce one another. With sharp strategic insight and curiosity, Iwan connects vision with realization. He does not only look at buildings or organizational structures, but especially at what drives people and how an environment can contribute to collaboration, creativity, and growth. In his work, he brings organizations together in co-creation. By listening, challenging, and looking at existing issues from a different perspective, he helps teams discover new insights and make sustainable choices.
