About The ‘Experience As Business’ Approach

About The ‘Experience As Business’ Approach

by Jeffrey Summers

Operators often scoff at the idea that the product of Hospitality businesses is a “social product” inasmuch as it’s not about the food and eating or the bed and sleeping. It’s about the event in the day-to-day lives of each and every Guest that they have chosen to share with you. And your experience either adds to or subtracts from their daily lives. This is a powerful understanding of how Hospitality businesses impacts the lives of each Guest.

Here’s Howard Behar, a highly influential Starbucks executive from back in the day. In this snippet, he talks about the foundation needed to build and grow a people-first business. It’s brilliant.

Your product isn’t just good food or a good bed along with good service in a good environment. That may have worked 20 years ago, but if that’s all it is now, congratulations, you’ve built a mediocre business. Today’s guest expects more. Demands more. And they’ll get it or you won’t see them again.

Which is why you have to look at your business holistically and create a strategy that adds meaningfully differentiated value at every single touchpoint for every single guest – every day.

Our business is truly the only business where the Experience is the Business. And it’s this ‘Experience As Business’ approach we utilize in every facet of our work. From menu engineering to hiring & training to location selection and beyond.

Not only does our approach set you up to succeed, but it also protects it from external influences that would destroy a weaker brand which gravitates towards a focus on a transactional and commodity type approach to business.

Excellent experiences do not simply come from a friendly transaction or helpful technology—it is the result of truly understanding your guest’s expectations and putting the right guidelines and service standards in place to exceed them. When an organizational framework properly unites its people, place and processes by putting the guest at its core, exceptional experiences become possible across guest touch points. This creates greater intent to return and recommend, as well as a stronger competitive edge. With more than four decades of successful guest experience creation , no one understands this better than SHG.

SHG helps individuals and organizations reimagine their results by transforming the creation of exceptional guest experiences into a culture unified by a common purpose. Once people, place and processes are aligned with a common purpose, quality standards and shared values, employees at the front line are empowered to perform because they are equipped with the right tools and clear understanding of the desired outcomes. When team members’ behaviors are reinforced through Coaching, they are inspired to continue creating extraordinary experiences. In short, employees who feel valued, appreciated and contributing to something bigger than themselves, will make sure their guests do as well.

In sharing our approach to Hospitality with successful individuals and the world’s top organizations, we understand that no two businesses are the same and there is no one-size-fits-all answer. SHG provides professional development courses suited for professionals to illustrate our unique philosophy on service, as well as other Hospitality Fundamentals. By immersing ourselves within your corporate culture, we also offer custom business solutions designed to enable organizations to adapt SHG strategies through a tactical roadmap for transforming your organization.


1. Grow your business. 2. Make excuses.

Our powerful business programs are about helping you and your business master the fundamentals and create positive, long-term opportunity. No other programs offer more value with the immediate impact or greater ROI than ours or creates the level of impacting and sustainable change necessary to grow your business.

Call Us Toll Free +1 888-998-8744 or use the contact form to talk about how we can help you realize an opportunity.