While book sales are remarkable and hundreds of businesses across the world consistently deliver these systems, it is presumptuous of me to assume the term Secret Service is known more for a Customer Service System than it is for the top intelligence arm of the U.S. government.

Secret Service has not been added to the business dictionary. So, to clear up any confusion, I will share a few simple examples of what Secret Service actions are. You will quickly see how it can make your company a world class service organization. You will also realize most Secret Service systems are “low hanging fruit,” meaning they must meet the criteria for being both “simple and inexpensive.” If it adds cost or complexity, it is not Secret Service.

Examples of Secret Service

1. Every associate can easily recognize a new customer from one who is returning.
2. Know a customer’s beverage preference and have it ready for them when they arrive.
3. When a customer arrives, present them with a personalized greeting card and congratulate them on their special occasion.

Every associate can easily recognize who the new customers are and which ones are returning. This system entails having easy signs that distinguish new from existing customers at every stage of their experience.

In my salons existing customers are draped in black capes, new are draped in white. Team members are trained to recognize this and address guests accordingly. Similarly, a dry cleaner has one color bags for newer customers, another for regulars, and a third for VIP customers, thus notifying everyone what type of customer they are dealing with. In some fine restaurants, anyone from the bus boy to the server knows a customer with a “red napkin” has never been to the restaurant. This ensures they greet correctly, provide more details about the menu and credentials of the chef, and any additional new customer service protocol.

In some hotels, having a particular color “Do Not Disturb” sign on the door distinguishes new from returning customers. If they are first timers, it alerts staff to tell them more about available activities and offer directions to attractions and advice on dining—any information that adds value to their experience. These examples demonstrate how customer service systems not only classify how staff greets each customer, they let your team tailor information to meet the customer’s needs.

Knowing a customer’s beverage preference and having it ready when they arrive. It’s easy to profile your customer’s preferences and lets you provide them with items they enjoy at every visit, information that can be recorded with a software program. An effective technique at our spa is when the greeter, front desk, and spa attendant are all wired to communicate with each other. The greeter may see a customer finish a diet coke while in the waiting area. She then notifies the spa attendant who provides a fresh diet coke where they are to begin their service. Some resorts consistently have your favorite beverage in your vehicle upon departure or have your favorite cocktail at your table when you are seated for dinner.

Collecting personal information lets staff personalize future visits. They can ask specific questions, such as how little Billy and Suzi are and how they enjoyed their trip to the Bahamas last month. This system is also great for noting what the customer does not prefer.

Listen for opportunities to provide that “extra” effort for your customer. Consider printing an article on “Interviewing Tips,” for a customer who is feeling anxious about an interview or an article on gardening for a customer who mentioned growing their own tomatoes for the first time. This system adds value for your customer and enhances their connection to your organization.

A customer arrives and the hostess presents them with a personalized greeting card and congratulates them on their special occasion. Simply by asking the question at the time of the reservation, “What’s the Occasion?” can trigger a multitude of responses: promotion, graduation, engagement, anniversary, reunion, etc.

If you are one of the great organizations that incorporate “pre-shift huddles,” then it is easy to ensure every staff member encountering that customer congratulates them. One of our team members took this a step further. When a couple came in for pedicures there was a sign above them reading “Celebrating 25 years.” Amazing how simple it can be.

John DiJulius III is the author of Secret Service, Hidden Systems that Deliver Unforgettable Customer Service, president of John Robert’s Spa, and president of Minding Your Business, a business consulting firm, specializing in helping companies become World Class Customer Service Organizations. You can reach John at 216-839-1430 or john@johndijulius.com.