Create Moments That Matter With An Unusual Customer Experience Strategy
October 30, 2025
Businesses that earn lifelong loyalty don’t just sell products; they create unforgettable experiences through intentional, human moments that surprise and delight their customers.
Think of this concept like a wildlife photographer approaches a natural scene. The professionals don’t force a shot; they see it. They anticipate it. They notice patterns, textures, and changes in the weather. They rarely stumble into a great photo; they earn it through familiarity and knowledge of their surroundings. Your business can do the same. Beauty lines everyday interactions. Simple gestures create magical moments of connection. You just have to notice what is happening around you.
The Magic of Attention
Restaurateur Will Guidara sought to create the best restaurant in the world. He already employed unrivaled chefs, so he and his team focused on elevating the guest experience, not just the focal points of each plate. He taught his team to notice. His customer experience strategy, Unreasonable Hospitality, launched Eleven Madison Park from a high-end New York restaurant to one of the most memorable dining experiences in the world.
Guidara shares a story that captures the essence of this mindset. One evening, a guest stood to feed the parking meter outside the restaurant. Before he reached the door, a server offered to handle it so he could continue to enjoy his special occasion. That small, thoughtful act evolved into a lasting tradition as routine as offering a dessert menu. None of the guests who drive to the city ever worries about parking meters.
Most restaurants would never think to do that. But Guidara’s team trained themselves to notice. They treated every interaction as an opportunity to create a connection.
Turning Mundane Into Magic
In another story, Guidara recalls his first fine-dining experience as a child at the Four Seasons in New York. Nervous and proud in his new blazer, he dropped his napkin during dinner. Without hesitation, the server replaced it with a fresh one, continued serving, and addressed him as if he were royalty. That moment shaped his understanding of hospitality and solidified what he wanted to do with his life.
The act required no special equipment, no elaborate process – just awareness and empathy. The server turned a mistake into magic by noticing and responding with care. That memory stuck with him for decades. Why? Because the server turned a small, forgettable moment – a dropped napkin – into a moment he felt seen.
You can do the same. How can you transform the ordinary checkout, delivery, or email into something memorable? On the wall in my childhood home, my mom posted the quote, “They may forget what you said, but they will never forget how you made them feel.”
See your clients as humans. People with needs, not just leads. Listen for the emotion behind every motion. Find moments that others overlook. You don’t need fireworks or grand gestures. You just need awareness and the courage to act on it.
I remember picking up my son from school. He was often “hangry” after school, but by the time we reached the gate, he was in full-blown tantrum-meltdown. I hefted him over my shoulder and out of the school pick-up area. The last thing I needed was an icy glare from other parents or a judgmental head shake from the principal or teacher. I sat cross-legged on the ground, next to my writhing child, waiting for the screams to subside. A gentle hand tapped my back. Instead of a critical voice that mocked my parenting skills, a warm, encouraging whisper said, “You’ve got this, mama.”
Wow. That’s a memorable experience.
Go above and beyond what’s expected – a dropped napkin, a parking meter, or even an after-school pickup. Create a memory. not because it’s required, but because it’s human.
See the World Differently
Wildlife photographers share a common gift: perspective. They don’t create the world, they reveal it. The magic isn’t in adding something new; it’s in noticing what’s already there.
Every entrepreneur should try to think like a photographer:
- Focus: What are you really seeing? What are your customers feeling?
- Frame: How can you highlight what matters most to them?
- Capture: What small, unexpected gesture could make this moment unforgettable?
Train your eyes to notice those subtle details: the worried client who could use reassurance, the returning customer who always orders the same drink, the new client who mentions their child’s soccer game. Every interaction can become a frame for connection if you know where to look.
Finding Customer Experience Strategies in Everyday Operations
When you notice – really notice – people, you discover endless opportunities for hospitality.
Here’s where the magic gets practical. You don’t need Michelin-starred resources to create unreasonable hospitality. You just need the right mindset.
Try these ways to find “moments that matter” in your daily operations:
1. Listen for Clues.
People drop breadcrumbs in every conversation – small details about their lives, needs, or worries. Train your team to listen for them and respond in thoughtful, human ways. At JamboJon, we schedule a thorough messaging meeting before a project begins to collect this information. We assign incredible team members, project managers, and developers at key checkpoints throughout the project to ensure everything stays on track.
2. Anticipate Needs Before They’re Spoken.
If a customer has to ask for something, you’ve missed the moment. Try to spot what’s coming before it happens.
3. Elevate the Ordinary.
Examine the routines in your business. Take a look at your onboarding calls, estimates, and checkouts. Pick one. Brainstorm an off-the-charts way to make it memorable for your client. Can you include a handwritten note? How about a personal follow-up call? Maybe toss a card with a QR code for a free digital giveaway in their bag.
4. Empower Your Team to Act
Don’t make hospitality a policy; make it a reflex. Give your employees freedom to surprise people. Encourage small, spontaneous acts of generosity. Share them with each other.
5. Celebrate Curiosity.
Keep asking, “How can we make this moment better?” Not bigger, not more expensive – just BETTER. Curiosity fuels discovery and discovery fuels delight.
When you approach business like a photographer, every process becomes a stunning chance to capture beauty in an unexpected place.
Why Unreasonable Hospitality Works
Some people question the practicality of unreasonable hospitality. Why feed someone’s parking meter? Why go out of your way when nobody asks?
When your customers feel noticed, they turn into advocates. They share your name, your work, and your values with others. In a world run by automation, an authentic human connection sets you apart.
A wildlife photographer doesn’t settle for pretty pictures of landmarks; they capture action and emotion. That same principle applies to you. Unreasonable hospitality means that you notice. Every action full of kindness, every extra step shows a customer that they matter. You can’t automate that.
Magic hides in plain sight.
Focus. Frame. Capture.
When you do, your customers won’t just remember what you did, they’ll remember how you made them feel.
That’s how you turn ordinary service into extraordinary loyalty. That’s how you create moments that matter.
