By Bart Ware

Technology is amazing isn’t it. As little as 40 years ago, if you wanted to learn something innocuous like a new cake recipe, you could go to the store to buy a cook book, or call and ask a family member (no video – voice only), or go and see that neighbour who always had excellent homemade cakes, and hope you could convince them to part with some of their precious baking knowledge to help you. Gone are the days.

At your fingertips right now is access to more information (and cake recipes) than any one human being could sift through in their lifetime. It’s not just information, there are estimated to be 3.2 billion images shared daily, and more than 700,000 hours of video uploaded to YouTube alone every single day. For perspective the average human lifespan is only 643,000 hours.

What we once upon a time had to specifically direct effort towards, take time to investigate, and interact with multiple other people to learn, technology has been able to completely remove all “obstacles” that would slow the process down. However, the problem becomes that with the gaining of speed, we have sacrificed something incredibly vital to every person on the planet

The value of human connection.
Human beings are social creatures, and our brains are evolutionarily hardwired to seek out social interactions. For all its advancements and vast amounts of content, what technology has not been able to recreate is true human connection. Which is why I believe that retail will always play a part in human societies.

The beauty of face-to-face interactions and building relationships is something that the best retailers recognise as crucial to the success of their business. And while it is important to ensure that current technology is utilised for processes, I would argue that the best way to build a community is through old school service.

Old school service in action.
Providing amazing service has always been the best way to turn customers into loyal clients, as I was recently reminded through an interaction with my in laws favourite Chinese restaurant. By its patrons, the restaurant is not referred to by its trading name, but instead by its owner’s name: “Tony’s”.

This restaurant is a significant part of the community and serves as home to many a birthday, graduation and celebration. The food is very good, but customers continue to return because this restaurant epitomises old school service.

Tony – now in his 70’s – leads his team by example and is always front footed. With astonishing energy, he quickly shifts between taking orders, delivering food, jumping into the kitchen and onto the wok, then back out to manage the bar and inflate balloons for his younger guests. He greets regulars with a handshake and by name (it only takes 3 visits to be considered a regular), and his memory is amazing.

He has his team incredibly well trained too, with most engaging you in polite conversation and remembering previous orders and preferences. During service, as soon as your last sip is taken, one of the team appear with a massive smile and a “same again?” as they clear the glass. As an extra addition, at the end of the meal the team will offer a complimentary glass of port to the drinkers on the table

Those protocols create a memorable experience already, but in the days before uber, in an act of truly above and beyond, for those customers who have had issue getting taxis, Tony would even jump in his car and drive his guest’s home. All things considered, it’s no surprise that this restaurant has been incredibly successful and had loyal clients returning (my parents in law included) for the last 40 years.

The small things adds up
Providing customers with excellent service is something every business claims to deliver, but as “Tony’s” highlights, it is not just one thing done well. Instead, a multitude of deliberate actions that stack on top of one another compound value to create a truly exceptional experience

Consistent delivery of an exceptional experience is what commands loyalty and drives repeat business for any organisation. Would you be more inclined to visit a business who knows you by name, knows your preferences, has a team that genuinely care about you and find ways to go beyond the call of duty to surprise you? Of course you would! It sounds like such a great place to be, I would bet that for many customers the products of that business would become an afterthought.

In a modern age dominated by screens and devices, human touch remains the ultimate diOerentiator. For jewellers, face-to-face consultations offer more than just a transaction opportunity; every customer interaction can become a unique social engagement that deepens the personal relationship you share with your customers. In a world craving genuine connection, take the time to provide true “old school service”. Listen, remember, anticipate, and go the extra mile. Your customers will not only repay you with their loyalty but also become advocates for your brand, sharing their exceptional experiences and ensuring your enduring success in a rapidly changing world