Welcome to the latest chapter in the Hugoversity library, where we’ll review another PR and marketing-related book to help you share our passion for lifelong learning.
In this edition, prefect Jenn has pored over the pages of Celebrity Service (2nd edition) by fellow North Easterner Geoff Ramm, which asks one question: if George Clooney (or heartthrob of your choice) walked through the door of your business, would you service change?
Before I go any further, I want to be clear that this book was #gifted after the review I wrote of Geoff’s OMG Strikes Back earlier this year. There wasn’t much else Geoff could do in my eyes to make him even more amazing (yes, fan-girling a little) but receiving a signed copy proved that wrong.
It’s about customer service, so is it even a marketing book?
As you know from the intro, we focus on PR and marketing-related books here, so if you’re wondering how one about customer service slipped through, I recommend you click away immediately, open Amazon and buy your copy (but come back to read the review please).
This book is about how you (and by that we mean everyone – CEO, MD, sales team, finance, assistances, reception, drivers, cleaners) can create memorable customer experiences that reach the hearts and minds of your clientele. Essentially, how to offer the ultimate in personalised marketing.
What is celebrity service?
“You probably think you deliver great customer service, but then a celebrity walked in and everything changed.”
There’s a great quote from comedian Billy Connolly that says: “The Queen thinks the world smells of paint”, because everywhere she visits, there is a team bustling behind the scenes to make the place as spick and span as possible for her arrival – and nothing shines brighter than fresh paint.
While we’re not saying that your shop should be repainted for every customer, it’s simply thinking about what you can do every day for every customer that makes them feel like a celebrity.
The book is filled with incredible examples, from Specsavers writing notes from their lab technicians, to an Uber driver picking up a family from Disney with stickers for the kids and phone chargers for the adults.
If you’re looking for a more Hollywood example, I have six words for you: Pretty Woman. “Big mistake. Big. Huge.”
(Feel free to email me if this doesn’t make sense – jenn@harveyandhugo.com – but I’d rather you watched the film as you’re missing pure cinematic joy.)
But I offer perfect, 10/10 service already!
I saw Geoff speak at Teesside University a while ago and the below tale is how he opened his presentation. I was hooked from this moment on as it was just spectacular at showing that a few simple questions can make you realise you have more to give.
It’s a story he tells of an interaction he had with a lady at a conference. She very confidently claimed to treat all customers the same, in front of 299 guests. After listing the services she offers for customers every day, including free tea and coffee, and comfy seating area, she was asked the question: “What if George Clooney [yes, here he is again, but you can’t go wrong with George] was to come to your shop tomorrow?”
As you can imagine, her service level would be stepped up. In fact, she listed at least four ways it would be in less than 30 seconds.
The whole story is on pages 32-34 of the book and I recommend you give it a read, as it demonstrates that despite how amazing your service may already be, it doesn’t stop at five stars.
Ok, I get it, so where do I start?
Geoff very kindly breaks down the concept of Celebrity Service into chunks, which are then followed by examples and space for you to jot down some ideas of what you can do within your own business.
These chunks are:
Consistency
Excitement
Love
Engagement
Bravado
Response
Independence
Thank you
You and your team
Some of my favourite examples include significant improvements to ‘Out of Order’ signs, timers for your tea bags, and Elliott’s Magic Ticket.
So, what did I think?
I am not someone who loves reading books to learn practical skills (yep, I said it). IKEA furniture instructions are possibly the best I can do. But Geoff’s books are different.
They don’t preach, they don’t use jargon, they don’t claim to be The Answer To Everything. What they do do, however, is make you think. They make you look at your business, your marketing, your service and your brand and wonder what you can do to make them even better.
I do feel there is a certain level of creativity needed when reading his books – the ideas given are incredible, and some are really simple, but shouldn’t be copied. What you create needs to be personal to you and your business but you need to be able to think creatively and be dynamic in order for it to work.
Not every company is up for that, but the ones that are will leave their competitors in the dust. So, which will you be?
For any help understanding how you can reach celebrity service standards, give us a call on 01325 486666 or email study@hugoversity.com
