Unlocking The Secrets To World-Class Service - And The Best Croissants In The World
While you might expect long lines for concert tickets, imagine my surprise to find a similar queue for croissants! As one eager customer put it, “These are apparently the best croissants in the world!” And they’re not alone in that sentiment, Lune Croissants were recently dubbed the "world's best" by the New York Times.
The sight of the lengthy queue intrigued me, not just because of its size, but because of the customers' patient anticipation. This prompted me to dig deeper into Lune's backstory once I got home, leading me to discover its founder, Kate Reid, was a former Formula 1 Aerodynamicist. Her transition from high-speed cars to high-quality croissants is both amazing and inspiring, truly a story worth exploring.
On their website, Lune states: “We strive for nothing less than excellence.” Their "Work With Us" page echoes this ambition: "The Lune Co exists to create exceptional experiences, moments of joy, and excellence every day." Building a world-class reputation starts with a decision to deliver a world-class product and experience, every single day.
Over the past week, I have been working with an incredible client who has declared in their vision, they will be a provider of world-class experiences. I have been engaged to assist in the execution of their vision and strategy and thus spent three days observing, mystery shopping and engaging in stakeholder interviews.
Achieving world-class status involves more than just making bold statements.
As one of my favourite authors Robin Sharma once said, “If world-class was easy, everyone would be doing it.” From my experience of working with renowned brands and organisations, here are five key elements to delivering world-class service:
1. Commitment to World-Class
Whether it's a retail store, a hotel, a local council, a government agency, a non-profit, real estate or—as I saw with Lune—a bakery, it starts with a conscious decision to be the best of the best.
2. Leadership Buy-In and Executive Support
This drive must be supported from the boardroom to every people leader within the organisation. In a recent meeting with the CEO of the organisation I am working with, his enthusiasm and passion were palpable, showing just how vital a customer-focused leader is to the journey ahead.
3. Clearly Defined Standards and Behaviours
It is crucial to define and document the standards and behaviours that embody world-class service. Engaging everyone in developing these if they do not already exist can dramatically increase engagement and commitment.
4. Training for Excellence
Proper training prepares teams for success, focusing on the mindset, skills, and behaviours essential to be the best of the best. A mix of in-person workshops and digital learning ensures that training is both initial and ongoing. This training must be extended to everyone, including both external and internal service delivery and any partners who are part of the customer experience.
5. Embedding the Culture
World-class service is a continuous pursuit of excellence. It involves daily commitments, ongoing training, and regular reinforcement of service standards. In the words of Diana Oreck from the Ritz-Carlton Leadership Center, “The daily lineup is the most important vehicle we have at Ritz-Carlton to keep the culture alive. Every single day, 365 days a year, three times a day (because there are three different shifts) we have our lineup and we cover the 16 principles that are central to our service culture in rotation.” World-class service isn’t just a claim—it is a commitment realised in every action.
Meanwhile, on a personal note, I have been embarking on a new fitness journey over the past month—5,000 steps before breakfast, focusing on protein, and keeping carbs in check and giving up my beloved chocolate. However, I am willing to make an exception for a truly exceptional treat.
It looks like another trip to the city is in order—this time, to savour a world-class croissant at Lune!