I am the customer, what’s my job?

Yes, you guessed, I was inspired again. 

This time by my own frustration, but that’s ok too!

🦸‍♂️ Dear service professional,

When I walk into your space as a customer, I expect my job to be over and yours to begin.

Too often I still end up doing things you should’ve handled.

Most times it’s subtle. But it adds up: small tasks, tiny hesitations, avoidable frictions.

What is my actual job, as customer?

Show up

Be respectful

Have a bit of patience

Pay for the experience

Leave feeling better than I came

That’s the contract. Everything else is your job.

However, here are tasks I’ve done lately as a customers:

Say hello first, almost startling you

Figure out where to go or what to do next

Ask for updates I shouldn’t have to chase

Repeat my story to multiple people

Guess how long something will take

Wait in silence, unsure if I’ve been seen

Try to get someone’s attention

Wonder who’s in charge

Pretend I’m fine when I’m not, just to speed things up

Wonder if I need to interrupt your personal conversation to pay

Think “Is this still open?” because the vibe said “go away”

If as customer I have to ask, confirm, follow up, explain, or fix, I'm doing your job!

In luxury, we don’t wait to be told, we’re already there: clear, warm, and two steps ahead. 

“But we don’t position ourselves as luxury! Customers shouldn't expect it when coming to us?”

Is this a reason to be at the opposite side, ignore common sense, not learn what applies to you?

“But it’s too much effort! I am not paid enough!”

It's misunderstanding. Lack of direction, knowledge, interest & clear priorities. AND you’re not paid enough!

Luxury isn’t about doing more, but making life easier for the customer. 

The magic of a gesture is in the absence of effort for the one receiving it.

And it’s not your initiative to take! It’s your responsibility to follow!

🧙 So, dear service leader, business owner,

Do you treat service like what it actually is: a business strategy? 

The kind that gets budget, accountability, and respect? 

De-task your customers!

Make clarity your base. Clear signage, clear next steps, clear roles. Confusion is costly, it drives good people away, employees & customers.

Standardize, then personalize. You can’t be consistently amazing if every team member is improvising. Set standards. Train for them. Let the personality shine within the structure not instead of it.

Educate. One workshop it'n not enough. Behaviors only stick when they’re seen, coached, and lived.

Reinforce until it’s muscle memory. Service behaviors are learned, repeated, corrected, applauded. No one “just knows” how to anticipate needs!

Recognize & reward what you want repeated. Catch people doing it right. Celebrate the moment the customer didn’t have to ask. 

Design the experience like the customer’s only job is to enjoy it.

And I can help you do that!

❓What's one thing you've done as a customer that made you wonder, "Isn't this their job?"