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Fundamental Principles of Memorable Experience

By Prem Anand, The LONDON BUTLER ACADEMY® Switzerland

hroughout our lives, we do random things and encounter things
and people. We can remember some memories stay with us for a “I am deeply passionate about human behaviour and
Tlong time and others for a lifetime. its impact on service excellence.
I bring many years of successful luxury service
How does this happen? experience from the United Kingdom.
Why do we choose to retain some memories? I empower businesses, leaders, and teams to
master client engagement, influence, and create
If we understand how we choose what to keep and relive many times, experiences which make their clients become their
it is easier to be in a position to know how to create. loyal ambassadors.
I am Prem Anand, the founder of The London Butler
Academy in Switzerland, which helps businesses in
Fundamental Principles of Memorable Experience in Hospitality India provide Swiss Standards.
In this competitive hospitality market, creating memorable experiences
is crucial for success. This involves not just excellent service but crafting
lasting moments. experienced in the individual’s environment, such as events, activities,
Key principles include: occurrences, things, etc.
Personalization: Personalization is critical, from greeting guests by I have named this approach the environment-centred approach.
name to tailoring services. Experiencing the northern lights, visiting the museum, getting a ticket
Consistency Maintaining high standards across all touchpoints to the band the client enjoys, or watching a game of Wimbledon.
ensures guests know what to expect, from room cleanliness to staff The second approach is focused more on the ‘experiencer’ and the
courtesy. effects that they experience. Hence, I have called this approach the effect-
Attention to Detail: Attention to unspoken needs is essential. centred approach.
Emotional Connection: Genuine warmth and empathy from staff Sky diving, snorkelling, taking the client to catch the fish that will
foster loyalty and special memories. be cooked for their dinner, or the event organiser playing the original
Unique Offerings: Set establishments apart and provide guests with wedding song during the 25th wedding anniversary celebrations.
memorable stories. The third approach, the encounter-centred approach, is focused on the
Seamless Experience: Efficient processes, clear communication, and characteristics of the individual’s encounter and environment.
responsive service Meeting the King at Buckingham Palace or encountering a humpback
Surprise and Delight: Unexpected gestures whale while swimming.
Staff Empowerment: Provide training, resources, and a supportive Let us have a closer look at what happens.
environment. Memorable experiences can significantly impact our emotions,
Sensory Engagement: Engaging multiple senses can anchor memories memory, and behaviour, making a lasting impression.
more deeply.
Cognitive Impact
For your businesses, the challenge is to have intelligent people • Formation of Vivid Memories: Memorable experiences are encoded
Who can sense, relate, feel, think quickly and act on it? in the brain as vivid, detailed memories. Due to their emotional
One approach focuses on the ‘experienced being’ or ‘what’ that is content, these memories are more likely to be recalled than ordinary
experiences.
• This recall often reactivates the positive emotions associated with
the experience, reinforcing its impact.
• Positive Associations: The individual who receives such experience
forms positive associations with the brand or service.
• These associations are not just about the specific details of the
service but also about how the experience made them feel. This is
crucial for brands seeking long-term loyalty and advocacy.

Emotional Well-being
• Enhanced Well-being: Positive experiences contribute to an
individual’s well-being. Memorable experiences can provide a
sense of escape, relaxation, and happiness, which are beneficial for
mental health.
• Sense of Appreciation and Belonging: When the service is
personalised, individuals often feel a deep understanding of being
valued and appreciated.
• This can lead to a feeling of belonging or being part of something
exclusive, which is particularly significant in luxury settings. n

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