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" ... What Tonya did for us is an example of what I call anticipatory customer service. Anticipatory customer service is the fastest, most direct way to create customer loyalty. In hospitality, and in many other industries. The power of anticipatory customer service is this: while customer loyalty can be built through repeated iterations of satisfactory service, that’s a dangerous way to build a business. Every time someone has a satisfactory (but not extraordinary) experience at your property, it’s fine, and far preferable to that experience being unsatisfactory. But satisfactory service isn’t enough to draw you into a category where you’re not at the mercy of someone switching to get points from another brand, or because–when booking a return trip– they notice another hotel with a tripadvisor rating that’s .01 percent higher than yours in the same town and they’ve forgotten why (actually they haven’t been given a “why”) to return to you over checking out that other property. You’re in the dangerous, deadly realm of “who cares,” in other words. ... "