Making customers feel more valued improves all aspects of a business
The concept of hospitality is multifaceted and is increasingly extending beyond its traditional association with the travel and tourism industry. While hospitality is a crucial aspect of the service sector, it now extends to encompass a wide range of industries and businesses and can be observed in various contexts, including healthcare, banking and finance, and beyond.
Hospitality in the business environment refers to the practice of providing a warm, welcoming, friendly and professional atmosphere, with a focus on providing high levels of service to customers, clients, employees and other stakeholders.
Hospitality in business encompasses creating a positive experience for individuals who interact with the business, whether as customers purchasing goods and services, employees working within the organisation or partners and suppliers involved in business relationships. Business success is often attributed not only to the quality of products or services but also to the intangible elements and levels of service that enhance customer experience. Businesses today must be prepared to go the extra mile to understand and meet the unique needs and preferences of individuals.
In a brutally competitive marketplace where customers have abundant options, hospitality helps a business go beyond the transactional exchange of goods or services. By treating customers with exceptional professionalism, businesses can establish strong relationships that extend beyond one-time transactions.
This relationship-building aspect is particularly significant in industries where customer loyalty plays a pivotal role in long-term success. For the most part, EQ and soft skill training were, in the past, relied upon to close the gap between the transactional and the experiential. However, as customer expectations increase, hospitality training is becoming a more reliable pathway to ensuring consistency at scale.
Improved offering
Customers today not only seek quality products but also demand a positive and memorable experience. Hospitality is a key factor in shaping these experiences. Satisfied customers are more likely to become repeat customers and brand advocates, driving positive word-of-mouth and contributing to business growth.
In a crowded marketplace where products and services may be similar, this practice becomes a powerful differentiator. A business that consistently provides excellent customer service and a welcoming atmosphere stands out from its competitors. This unique selling proposition can be a crucial factor in attracting and retaining customers, helping the business secure a competitive edge.
When considering their skills development programmes, companies would do well to consider adding hospitality-based components to their programmes, rather than only focusing on developing technical skills of employees. Skills development training based on hospitality and service management principles enhances resilience, as employees learn to adapt, innovate and maintain high standards, even during uncertain times. And by incorporating hospitality principles, businesses can foster a customer-centric culture.
Training also emphasises teamwork, effective communication and collaboration. Students and graduates would do well to consider a hospitality or service management course or qualification to complement their first qualification. A qualification augmented by a customer-focused qualification adds a highly in-demand quality to an applicant’s candidacy.
Text | Erika Zeelie
Photography | Yaroslav Astakhov
Dr Erika Zeelie is Deputy Head of Faculty: Commerce at The Independent Institute of Education. For more information, go to iie.ac.za.
