Creating Memorable Experiences

Lessons from a Service Dog and a Wine Editor by Amanda W. Higgins

What could possibly link service dogs to the world of wine media? At first glance, not much. However, a recent experience reminded me of the old adage, "how you do anything is how you do everything," and it beautifully illustrated this point.

I recently had the pleasure of showing one of my favorite wine editors around my hometown. She was visiting from another state and was eager to explore some local favorites. Given the influence and reach of a serious wine journalist, you'd expect any business would be thrilled to host her and would go out of their way to make a good impression—after all, businesses often invest heavily in PR firms to secure such opportunities.

During our tour, we visited two distinct establishments, and a simple act involving her service dog highlighted a powerful lesson in customer engagement. At the first stop, a relatively empty eatery during lunchtime, I recognized the manager and asked if we could get a dish for the dog, given the heat. She casually directed us to pick up a dish from the patio ourselves. We did so without further discussion, but the interaction was notably impersonal.

The second visit was starkly different. Upon entering, we were warmly greeted, and shortly after being seated, a staff member brought over a dish of water and kindly asked if the dog might like a treat. This thoughtful gesture not only made us feel welcomed but also valued as guests.

Reflecting on these experiences, it's clear that while many businesses understand the importance of engaging with guests, media, and trade, they often overlook that every interaction is an opportunity to create a lasting impression.

The disconnect often lies not in product knowledge or operational training, but in failing to treat every guest as precious. It's about having that metaphorical 'treat up their sleeve'—for both humans and their four-legged friends. Celebrating customer interactions as enthusiastically as sales achievements could transform average visits into memorable experiences.

Imagine if businesses shifted focus from average order values to enriching every guest's experience. What if they empowered their staff in small, significant ways and celebrated these acts of exceptional service? I suspect not only would their average order values improve, but their teams would also be more motivated to create special memories and exceed expectations.

Here’s a challenge, have your team come up with 10 “Free or Almost Free” ways to offer exceptional service to every guest and then require them to share the outcome following each visit.  What do you think might happen?