When employees feel good about what they’re doing, they’ll repeat it and strive to make it even better. This simple truth has guided my approach to customer service excellence for years. I was reminded of this when I recalled Steve Wynn’s powerful opening line from a keynote speech: “Anything that is immediately gratifying will be repeated.” The founder and chairman of Wynn Resorts followed with an even more profound statement: “The strongest force on earth is something that affects your self-esteem.”
These insights perfectly capture what drives exceptional customer experiences. When leaders create gratifying experiences that build self-esteem among employees, they create employee fulfillment. This fulfillment translates directly into better customer experiences.
Creating Experiences Worth Repeating
So how can we create experiences we want employees to repeat? I’ve identified four key approaches that consistently work:
- Praise employees for a job well done. If someone is doing great work, let them know it. Celebrate their successes and wins. This requires paying attention to what your employees are doing.
Recognition is powerful because it validates effort and reinforces positive behaviors. When employees know their good work is noticed, they’re motivated to maintain high standards.
- Thank employees for their hard work. It’s one thing to say “great job” but another to express genuine appreciation when employees step up, work hard, and meet or exceed expectations.
Gratitude goes beyond recognition—it acknowledges the person behind the performance and creates an emotional connection that builds loyalty.
- Educate employees and make them smarter. Learning equals personal growth. Giving people opportunities to grow increases their confidence and self-esteem, which turns into better employee performance and improved customer experiences.
When we invest in employee development, we’re showing faith in their potential while giving them tools to succeed. This combination is incredibly motivating.
- Give employees opportunities to share their stories. This might be the most powerful approach of all.
The Power of Storytelling in Customer Service
In his speech, Wynn shared a story about an employee who went above and beyond to help a hotel guest get medicine delivered. That story became the north star of how employees should treat customers.
I’ve seen this approach transform organizations. We use a tool I call the “Moments of Magic” card—the number one culture-changing tool we share with clients. This ongoing exercise has employees writing short examples of positive customer-employee experiences they create.
These stories are shared at team meetings, with the best examples circulated throughout the entire company. Some clients compile these examples into books of legendary customer service stories.
Stories from fellow employees create motivation. It’s gratifying to be recognized and praised for your efforts.
Wynn also made an observation I’ve found to be universally true: the beautiful chandeliers, handwoven fabrics, onyx, and marble throughout his hotels are wasted investments if customers aren’t treated well by employees. No matter how impressive your physical environment might be, it’s the employee who truly makes the difference.
This approach works because it combines all the elements of motivation—recognition, appreciation, learning, and storytelling. When employees see their colleagues celebrated for exceptional service, they want to create their own success stories.
The result? These positive behaviors get repeated, becoming part of your organization’s DNA. And that’s what gets customers to say those magic words: “I’ll be back.”
By focusing on making employees feel good about their work through these four approaches, you create a cycle of positive reinforcement that benefits everyone—your team members, your customers, and ultimately, your business.
