I am somewhat embarrassed to admit that this week I picked up two books both of which were published in the 90's and both of which just 'blew me away.' I am embarrassed because as consultants, we are meant to be at the 'cutting edge' of business thinking, and here I am reading books that are nearly 10 years old. But, I am a firm believer that a truly good idea never really gets old. Both books provide wonderful lessons in excellence.
"I have always looked at it this way: If you strive like crazy for perfection - an all-out assault on total perfection - at the very least you will hit a high level of excellence, and then you might be able to sleep at night. To accomplish something truly significant, excellence has to become a life plan." Charlie Trotter. (Taken from the book: "Lessons in Excellence from Charlie Trotter;" by Paul Clarke; Ten Speed Press; 1999)
Clarke notes further that "At Charlie Trotter's every evening, as a matter of course, Trotter and staff speak with customers before they're seated, during dinner, and as they are leaving. They ask not just the conventional "Is everything OK with your meal?" but very specifically what needs to be changed and improved."
I have never had the pleasure of dining at Charlie Trotter and so intrigued, I visited their website. Apart from the standard plaudits stating that Charlie Trotter has "established new standards for fine dining," (which one would expect from someone who has a philosophy of striving for perfection,) what truly appealed was the inclusion of their Guest Satisfaction Survey. Three questions in particular stood out - "How would you rate the rest of the service staff? Do you plan to join us again and if not why? How could we have improved your experience?"
It appears that almost 10 years on, Charlie Trotter and his team are still asking their customers more than the conventional questions.



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