Brands faced a significant challenge as they lost their competitive edge in maintaining personal connections with their customers during the onset of the pandemic. We were all forced to adapt to new health and safety measures, prioritizing physical distance and wearing masks. In the midst of this global crisis, fear of the unknown loomed over us.
Brands responded by taking the initiative to educate both their employees and customers on how to safely interact with one another. However, as a society, we underestimated the privilege of forming genuine connections with those who chose to visit our businesses. We failed to recognize the profound impact our brands had on people’s lives. For some, our establishments provided solace from a troubled home life or a lack of family support.
After months of navigating the pandemic, the hospitality industry came to a profound realization: the connections we had built were not superficial, but deeply rooted and authentic relationships. We knew our customers by name, their preferred coffee order, and even details about their families. Our transactions were not merely fleeting exchanges; they were transformative experiences built on trust, faith, and authenticity.
Unfortunately, even our own employees began to lose touch with the essence of hospitality. They started to lose the human touch and the genuine connection that is the backbone of our industry. Hospitality is not solely about providing great food or a comfortable bed; it is about connecting with people on a profound level. It is about facilitating transformation and being true to oneself.
Connecting with customers on a deeper level is not an outdated concept; it is a revolutionary approach. In today’s fast-paced world, where we are constantly bombarded with information from various mediums, it is easy to miss out on the meaningful connections that give life purpose. We must not overlook the power of connecting with our customers, our employees, our mission, and the significance of our work.
Here’s how you and your brand can begin to add a pinch of authenticity into your company’s culture:
1️⃣ Personalize the Experience: Connect with guests by tailoring products and interactions to their preferences and needs.
*The first rule in entertainment, know your audience!*
2️⃣ Foster Genuine Engagement: Build trust and loyalty by facilitating meaningful conversations and interactive experiences.
*Up to 62% of people can sniff out when someone isn’t being authentic within the first few moments of an interaction!*
3️⃣ Show Empathy and Understanding: Connect deeply by actively listening, addressing needs, and showing genuine care.
*Don’t listen to respond, listen to understand!*
4️⃣ Share Authentic Stories: Create a sense of authenticity and connection by highlighting values and the people behind the brand.
*Our lives revolve around a five second moment that changes us, use those moments for good!*
5️⃣ Be Transparent and Honest: Build trust by providing accurate information, admitting mistakes, and seeking feedback.
*Take ownership and people will respect you more!*
Brands who can connect to their guests with sincere authenticity have shown significant results in their company’s performance.
⬆️ Sales by 20%
⬇️ Turnover by 30%
⬆️ Customer satisfaction by 90%
It’s clear, AUTHENTICITY RULES, above all else!
Dustin Portillo is an influential figure in the hospitality industry, recognized for his thought leadership, expertise and transformational speaking.
Combining his experience in entertainment and hospitality, Dustin brings a fresh and innovative approach to the industry, emphasizing the importance of Performance-Focused Mindset, the perfect blend of entertainment and hospitality.
Dustin has been featured in numerous publications such as The New York Times and Wall Street Journal, and is the author of the best selling book, It’s Okay To Be An IDIOT.
