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January 8
We exist to serve others so they may better serve the world.®


The LOVE Business

by Bryan K. Willliams, D.M.
June 13, 2012

Martin Luther King, Jr. once said,
Everybody can be great, because anybody can serve. You don’t have to have a college degree to serve. You don’t have to make your subject and verb agree to serve. You don’t need to know about Plato and Aristotle to serve. You don’t even need to know Einstein’s theory of relativity to serve. You only need a heart full of grace. A soul generated by love.
Ladies and gentlemen, if you are serving others, then you are in the love business. To love means ‘to care deeply for’, and every customer, on some level, wants to be cared for. Whether it’s in an airport, hospital, hotel, nursing home, spa, train or restaurant, customers want to know that whoever happens to be serving them cares about their well-being. Yes, hotel guests appreciate luxurious room accommodations, but what they are really paying for is assurance that the staff will care enough to be attentive and look for ways to create exceptional memories for them. Yes, hospital and long-term care patients expect the medical team to help them feel better but, deep down, they also want to know that you will not treat them as just another patient in their already-busy day. People want…no…people yearn and crave to be loved. They need it.
The kind word you say to the customers, may be the only kind word they have heard all day…or all week…or all month. You don’t know what their personal circumstances are. The man you are serving could have only a few weeks to live and he now finds himself being served by you. A woman could be having the worst year of her life for various reasons, and she now finds herself in your spa, your restaurant, your airline, or your bus. Your genuine smile may be the catalyst to turn her day completely around. In the end, money can buy material possessions, but memories and how we feel are all we have.
First Class
Those who truly understand what it means to infuse love into service do not classify their customers according to status. In other words, they don’t serve VIP’s “better” than everyone else. On the contrary, they serve everyone like they are VIP’s. Flight attendants who understand this concept shun the idea that those flying in first class should be treated nicer. No, these professionals treat every passenger as if they are in first-class. First-class is not a section on an airplane; it is a mentality towards how you serve people.

I was recently on a Delta flight, and experienced my first ever, flight within a flight experience. That is the only way I can describe the service that I received. Scott, the flight attendant, made every passenger in his assigned section of the plane feel incredibly valued and appreciated. Here’s what Scott did:
  • He proactively approached passengers to greet them as they entered his section (which I believe were rows 21 – 30).
  • He welcomed them and asked, “Where are you sitting today?”
  • He escorted the passengers to their seats, then offered to assist with putting their luggage in the overhead compartment.
  • He wished each person an enjoyable flight.
Once I got situated in my seat, Scott noticed that I had pulled out a Delta drink coupon to redeem for a complimentary alcoholic beverage. He asked if this was my last flight of the day. When I told him that I actually had one more flight to catch, he told me, “Keep the coupon to use on your next flight today. Your drink on this flight is on me. I would like to make your entire flight experience with us today a memorable one.” Nice.
And it gets better…
When he was preparing to serve beverages, he approached each passenger in his section and said, “We have some complimentary napkins for you.” When I ordered the red wine, he said, “Excellent choice! We have our finest red wine for you from our cellar that has been aged just right.” It was obvious to me that Scott took pride in ensuring that every passenger in his section had a memorable experience. He is the embodiment of working like you own it. Scott knows that he is in the love business.
Jessica the server
I recently visited the Grand Hotel Stockholm and the entire staff was very hospitable. They exuded professionalism and, more importantly, a genuine interest in my well-being while in their city. One evening, I went to one of the hotel’s restaurants for dinner and was privileged to meet one of the finest servers in the world. Not only was she flawless with each of the various touchpoints, but she obviously loved her job. Jessica took great pride in honing her craft. She was proud of being a server. Actually, she loved being a server. Jessica didn’t just greet me…she welcomed me into her “home”. She didn’t just take my food and drink order…she shared her favorite menu items. When the food was delivered to the table, she did not just say, “enjoy your meal”, she took a moment to explain everything on the plate. Jessica even gave a brief story about the ingredients, and where they came from (for each dish). The vegetables came from this place… the fish came from that place. As a diner, I felt an intimate connection with the food I was enjoying because she painted such a wonderful picture! Jessica knows that she is in the love business.
Let love manifest itself in how you speak, act and serve others. Your customers can, and will, feel it. They may not always tell you, but trust me, they appreciate it. In fact, the very act of genuinely serving IS love.
One of the best parts about being in the love business is its universal appeal. Everyone understands it on some level, and there is powerful karma associated with giving love. It always seems to find its way back to you. An ancient Chinese proverb notes, “a little bit of fragrance always clings to the hand that gives you roses”. In this article’s context, think of the roses as the service that you provide to others. And think of the fragrance as the inner peace and outer fulfillment that you have as a result of serving others. Ladies and gentlemen, we are in the love business.
“Bryan Williams has provided training for our Executive, Management and Front line teams - all of which have been equally inspired and energized by his enthusiastic and genuine presentation style. He gives relevant industry examples, gaining the respect of the teams by not only pulling on his experience as a customer and guest,  but also as a team member at various levels of the business.”
                                                --Douglas Glen, Hotel Manager, The Landmark London
“Bryan is an amazing, charismatic and knowledgeable speaker.  He was able to keep our employees, from all levels of the organization, completely engaged.  His passion for service is evident.”
                                                --Nourbese Joseph, HR Director, Trump Int’l Miami
“I would like to take this opportunity to let you know how much I enjoyed your training.  I found it to be very inspiring as well as providing some great tools to take back and incorporate into our training and development programs that we use in our organization today.”
                                                --Julie Robinson, VP-Operations, Red Door Spas

About Bryan K. Williams
Dr. Bryan K. Williams is the Chief Service Officer of B.Williams Enterprise, and the author of Engaging Service: 22 Ways to Become a Service Superstar and Work Like You Own It! 20 Ways to Go From Meeting to Exceeding Your Customers’ Expectations. Bryan’s passion is world-class customer service, and has facilitated workshops and delivered keynotes all over the world for various companies.  He speaks on a variety of topics related to service excellence, employee engagement, and organizational improvement.  As a consultant, Bryan works closely with companies to design, develop, and implement sustainable service strategies. His company’s online store includes a growing collection of customer service products that are well-suited for your training library.

Find more resources relating to service excellence at

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-We exist to serve others so they may better serve the world ®.-

Both of Bryan’s books can be purchased at 



B. Williams Enterprise, LLC 

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Twitter: @bwenterprise
Phone: 240-401-6958

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Also See: The Next Level in Service Excellence: Give. Share. Teach. / Bryan K. Williams / April 2012

Service Excellence 101: Earn Your Customers' Confidence and Reap the Rewards / Bryan K. Williams / March 2012

Customer Service WOW Stories to Inspire Your Team! / Bryan K. Williams / February 2012

Lead Me: Help Me to Become More Than I Realize I Can Be / Bryan K. Williams / February 2012

Complimentary Teleseminar with Dr. Bryan K. Williams! 10 Things To Improve Service In Your Business / January 2012

Earn and Re-Earn Your Customers' Loyalty / Bryan K. Williams, D.M. / December 2011

Honor Your Customers / Bryan K. Williams, D.M. / October 2011

Work Like You Own It! 20 Ways to Go From Meeting to Exceeding Your Customers' Expectations: New Book by Dr. Bryan K. Williams / October 2011

Service Excellence 101: Be Welcoming / Dr. Bryan K. Williams, DM / September 2011

The Three Ingredients of Engaging Service: Humility, Reverence & Professionalism / Dr. Bryan K. Williams, DM / August 2011

Service Excellence: The MOST Important Thing To Create a Service Culture! / Dr. Bryan K. Williams, DM / July 2011

Service Excellence 101: How to Serve a VIP / Dr. Bryan K. Williams, DM / June 2011

The 1st Step of Service: Be Eager to Serve / Dr. Bryan K. Williams, DM / May 2011

World-Class Service: The Double-Platinum Rule 2.0 / Dr. Bryan K. Williams, DM / April 2011

Customer Problem Resolution: The 100% Principle / Dr. Bryan K. Williams, DM / March 2011

World-Class Service 102: Be memorable / Dr. Bryan K. Williams, DM / February 2011

Take your service to the next level: Only BIG WOW’s…No bow-wow’s / Dr. Bryan K. Williams, DM / February 2011

Service Excellence: Inspect What You Expect / Bryan K. Williams, D.M. / November 2010

Work Like You Own It 2.0; Energize it. Recognize it. Celebrate it. / Bryan K. Williams, D.M. / September 2010

World-Class Service 101: Know the difference between meeting and exceeding expectations / Dr. Bryan K. Williams / July 2010

Service Superstars Part 2: Treat them like they own it! / Dr. Bryan K. Williams / June 2010

Make each touchpoint memorable: Cha-Ching! / Dr. Bryan K. Williams / April 2010

Service Superstars: Work like you own it! / Bryan Williams / February 2010

Complimentary resources from Bryan K. Williams and B.Williams Enterprise! Begin 2010 with a focus on world-class service. / January 2010

Service Ambassadors: The Key to Providing World-Class Service / Bryan K. Williams / November 2009

5-Star Employees - Part 3 / Bryan K. Williams / September 2009

5-Star Employees - Part 2 / Bryan K. Williams / August 2009

5-Star Employees - Part 1/ Bryan K. Williams / July 2009

Engaging Service: 22 Ways to Become a Service Superstar / Bryan K. Williams / July 2009

Complimentary tele-seminars with Bryan K. Williams in July! / July 2009

Building a Team of Living It Employees / Bryan K. Williams / June 2009

World-Class Service: What if every employee served like a concierge? / Byran K Williams / March 2009

5 Star Leadership: What Does It Take to Be a 5-star Leader? / Byran Williams / February 2009

5 Stars vs. 4 Stars: What’s the Difference? / Byran Williams / January 2009

Complimentary training with Bryan Williams / January 2009

The 7 Principles of EngageMeTM is now available! / Bryan K. Williams / November 2008

Hiring and Engaging a World-Class Team / Bryan K. Williams / October 2008

Great Ideas for National Customer Service Week 2008 / Bryan K. Williams / September 2008

Delivering World-Class Service Part 3: Company Service Standards / Bryan K. Williams / September 2008

Delivering World-Class Service Pt. 2: Personal Service Standards / Bryan K. Williams / September 2008

Delivering World-Class Service: Function vs. Purpose / Bryan K. Williams / August 2008

Guest Problem Resolution 101: Power of the Follow-Up / Bryan K. Williams / June 2008

7 Principles to Fully Engage Your Customers – Part 2 / Bryan K. Williams / May 2008

7 Principles to Fully Engage Your Customers / Bryan K. Williams / April 2008

I Am a Service Professional™ / Bryan K. Williams / March 2008

Engage Every Customer…One Touchpoint at a Time / Bryan K. Williams / January 2008

Engaging Service Part 2: It’s All About the Culture / Bryan K. Williams / December 2007

Engaging Service Part 1: Not Just for the Chic / Bryan K. Williams / November 2007

Service Excellence: A Destination or a Journey? / Bryan K. Williams / October 2007

National Customer Service Week is Coming Soon - October 1-5, 2007 / September 2007

National Customer Service Week is Coming Soon - October 1-5, 2007 / September 2007

Engage Me…the Voice of Your Customer / September 2007

Customer Engagement: Where do we begin? / Byran K Williams / August 2007

Engage Me…the Voice of Your Customer / / August 2007

B. Williams Enterprise, LLC Launches Engage Me…  the Voice of Your Customer / August 2007

To Engage…Listen to the Voice of Your Customer / Byran K Williams / August 2007

To Engage the Guest, You Must Engage Those Who Directly Serve the Guest / Byran K Williams / July 2007

Three Service Rules: The Golden Rule, Platinum Rule, and Double Platinum Rule/ Byran K Williams / June 2007

The Greatest Bellman I Ever Met… / Bryan K. Williams / April 2006

Sorry to Say…But Some People Should Not be Serving Other Human Beings / Bryan K Williams / October 2006

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