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Dina Vance, Senior Vice President from Ulysses Learning, takes on our reader’s question this month. She offers several observations and best practices that are commonly overlooked in contact centers across the US. According to Dina, these are among the top of those best practices that can transform your contact center into a customer experience-focused operation that gets high marks. 

NOTE: We’re looking for more of your challenges. Email your contact center-related questions to: ChallengeSolved@ulysseslearning.com

Q:   Coming into 2025 I’m worried that my company isn’t thinking big enough when it comes to moving the needle on our customer experience. Any kernels of advice to move outside of our box?

 

  A:  The Power of Unreasonable Hospitality: Transforming Customer Service to Build Loyalty

If you haven’t yet read Unreasonable Hospitality by Will Guidara, I highly recommend taking the time to dive into this transformative book. It is a masterclass on the remarkable power of giving people more than they expect—a concept that can revolutionize customer service and set your business apart. Whether you read it or listen to it, the insights it provides are invaluable, and there are plenty of practical suggestions that will help you break out of the ordinary and elevate the experience you offer your customers.

What Exactly is Unreasonable Hospitality?

Let’s start with the title itself: Unreasonable Hospitality. At first, you might think, “Isn't that an oxymoron?” Hospitality, by its nature, is about serving others, right? But what if you could go beyond what is expected—create moments that are truly memorable? That’s what the book is all about. Will Guidara, a successful restaurateur in New York City, illustrates how going above and beyond in the service industry can create profound, emotional connections with customers that leave a lasting impression and inspire loyalty.

At its core, unreasonable hospitality is about the small, thoughtful actions that can surprise and delight customers, turning a regular experience into something they’ll cherish—and tell others about.

Bringing Unreasonable Hospitality to Life

I recently had the privilege of hearing a client speak about this concept at our Master Coaching Forum. Their examples were so impactful that I immediately began brainstorming how to apply these principles beyond just in-person experiences. Could the magic of unreasonable hospitality translate to a contact center or remote environment? After reading the book twice—once for content, and once with the focus on remote-service opportunities—I realized that yes, it absolutely can.

One particular example shared by our client blew me away and highlighted the potential for creating unforgettable customer experiences.

A Perfect Example of Unreasonable Hospitality

Imagine a customer calls because the recliner they ordered was damaged during shipping. The back of the chair was torn, and they urgently needed a replacement as they were about to undergo shoulder surgery. The agent quickly re-ordered the recliner and made sure it would arrive on time, all while maintaining a friendly, empathetic tone. That’s great service, right? But it’s the bare minimum.

Now, here’s where the magic happens: using the principles from Unreasonable Hospitality, the agent didn’t just stop there. They listened closely for any other emotional cues. In this case, the agent learned about the surgery and recognized an opportunity to go above and beyond.

The agent filled out a special form to recommend sending a personalized note to the customer. The note would thank them for their trust, apologize for the damaged recliner, and wish them well for their surgery. But here’s the unexpected twist—the agent also wanted to include a post-surgery pillow to help with the customer’s recovery. That’s the essence of unreasonable hospitality!

And it paid off. A couple of weeks later, the customer called back to personally thank the company and share how much they appreciated the thoughtful gesture. This wasn’t just a satisfied customer—it was someone who would remember that experience for a lifetime, likely sharing the story with their friends and family. And the company? They earned a customer for life, not just a one-time sale.

Surprising and Delighting at Every Touchpoint

Another example involved an elderly customer who had a complicated issue that required a bit of extra time to resolve. During the call, the customer casually mentioned making tea. The agent, keen to connect, asked, “What kind of tea?” Once the issue was resolved, the agent took the extra step of sending the customer a thank-you note along with a box of Earl Grey tea. It was a small, thoughtful action that not only surprised the customer but likely led to a story shared with their circle of friends and family. The agent, too, left that interaction feeling great.

These stories demonstrate the profound effect of listening closely to customers, picking up on subtle cues, and doing something unexpected to create an emotional connection. It’s a strategy that goes beyond transactional service—it’s about creating an experience that customers will remember long after the interaction.

The Business Case for Unreasonable Hospitality

Initially, you might be tempted to conduct a cost-benefit analysis: what’s the cost of the special unit, shipping, or a thoughtful gift like a pillow? Is it worth the investment? But then, if you start thinking about the profit margins, the impact of word-of-mouth, and how a single delighted customer can lead to new business, it becomes clear: unreasonable hospitality is a powerful and cost-effective strategy. The minimal investment in a personalized gesture can pay dividends through loyalty, repeat business, and referrals.

How to Get Started with Unreasonable Hospitality

So, how can you implement these ideas in your business? Here’s a simple roadmap to get you started:

1. Read the Book (or Get a Summary!)
   It’s a quick read that offers actionable insights. If time is tight, you can always ask ChatGPT to summarize it for you!

2. Introduce the Concept to Your Team
   Start by discussing the idea of creating memorable experiences with your management team. What does “surprise and delight” mean for your business?

3. Create a System for Action
   Develop a process and a form that allows your front-line team members to flag opportunities for creating special moments for customers.

4. Test the Concept
   Run a pilot with one team to see how it works in action. Let the results guide you.

5. Measure the Impact
   Follow up and track the impact on customer satisfaction, loyalty, and referrals.

The Opportunity is Yours

This is an opportunity for your business to lead the way in customer experience in 2025. If you’re not doing this, your competitors might be. So why wait? The time to act is now. Start embedding unreasonable hospitality into the DNA of your customer service today, and watch as your customer relationships transform into something truly exceptional. Let me know how it goes, or if you'd like to discuss the concept further. The possibilities are endless when you take the leap into unreasonable hospitality.

My best,

Dina 

 

 

 

In her current capacity with Ulysses Learning, Dina is responsible for the day-to-day operations of the company and also serves as the chief client relationship executive, working with Fortune 100 clients and other progressive organizations to redefine the way customers are cared for. Under her leadership, Ulysses has been recognized for its work in transforming customer service, sales and coaching cultures through the development of emotional intelligence or “EQ,” enabling reps to confidently, consistently and expertly handle each customer interaction. The company has focused expertise in serving the healthcare, insurance, utilities, and financial services industries. 

Before joining Ulysses in 2001, Dina was responsible for the ground-level startup of two contact centers to serve bankers including Fortune 100 clients First Chicago, Harris Bank, American Express and Citibank.  This led to her role as call center lead consultant and division manager for an international learning organization prior to Ulysses. Outside of work Dina is actively involved in local volunteerism and enjoys cooking, gardening and nature walks.

Dina can be reached on LinkedIn or at dvance@ulysseslearning.com; for more details on Ulysses Learning visit www.ulysseslearning.com

Challenge Solved! Is sponsored by:

Ulysses Learning was founded in 1995 as a joint venture with Northwestern University’s world-renowned Learning Sciences department. Since then, Ulysses’ continued focus on research and development has earned it prestigious awards and recognition and, most importantly, the respect from its clients who rely on Ulysses for innovative performance improvement solutions that change with their rapidly developing and evolving environments.

Contact centers achieve profound business results ahead of schedule with Ulysses Learnings’ artful blend of patented simulation-based e-learning, facilitated exercises, coaching, and technology-driven tools, that redefine the way customers are cared for and transform customer service, sales, and coaching cultures. Ulysses has one of the only training systems proven to build EQ with its proprietary Framework with Freedom© approach, enabling reps to develop skills to empathize with others, build stronger customer bonds, and improve team dynamics with confidence, consistency, and excellence.

Ulysses Learning is a multi-year recipient of the Gold Stevie© Award for the best contact center customer service training.

Begin your contact center transformation now. Phone 800-662-4066 or visit www.ulysseslearning.com to get started.