The Importance of Intentional, Consistent Human Service: Lessons from Chick-fil-A for Any Business

In today’s fast-paced world, where businesses often focus on acquiring new customers, the principles of intentional and consistent service are more relevant than ever. On a recent episode of The Wonder of WOOO podcast, hosts Ed Howie and Darryl Zavodny explored how businesses can achieve sustained growth by prioritizing customer retention and loyalty through intentional, thoughtful service. Using lessons from Chick-fil-A and other successful brands, they broke down strategies that any business—regardless of size or industry—can apply.

Why Loyalty Outweighs Acquisition

During the episode, Ed reflected on his tenure with industry giants Chick-fil-A and HEB, highlighting a profound insight: while businesses invest significant resources in acquiring new customers, they often neglect those they already have. Yet, as Ed pointed out, “The most profitable customer you have is the customer you already have.”

This idea challenges the dopamine-driven allure of acquiring new customers. Instead of focusing exclusively on transactional gains, businesses should prioritize building relationships that foster loyalty. When companies intentionally serve their existing customers with excellence, they not only increase profitability but also inspire trust, advocacy, and brand loyalty—benefits that are far-reaching and sustainable.

The Power of Defining Expectations

Ed’s story about Chick-fil-A’s approach to defining quality expectations for every restaurant highlights a foundational principle: clarity is key. In the 1980s, Chick-fil-A established detailed standards for cleanliness and service, going so far as to define what constitutes a clean floor. For Chick-fil-A, a clean floor was one that was “free of dust, dirt, oil buildup, and in good repair.” This level of detail may seem extreme, but it ensured consistency across all locations.

What’s the takeaway for your business? Clearly define what excellence looks like for your brand. Whether it’s a “clean floor,” timely customer responses, or product quality, knowing what your customers expect—and ensuring everyone on your team understands and delivers on those expectations—is the first step toward building trust and loyalty.

The Three O’s: A Framework for Consistent Service

The podcast introduced listeners to the three O’s of Winning Others Over and Over (WOOO): being well-orchestrated, well-operationalized, and well-optimized. These principles provide a roadmap for delivering consistent, exceptional service:

1. Well-Orchestrated: This step involves understanding your customers’ needs and defining how your business will meet them. For Chick-fil-A, it meant knowing customers expected clean floors and developing clear standards to deliver on that expectation.
2. Well-Operationalized: Execution is everything. This phase ensures that your business has the tools, processes, and training in place to deliver on its promises. For instance, Chick-fil-A equipped its team members with cleaning protocols, training videos, and materials to uphold its standards.
3. Well-Optimized: Perhaps the most challenging step, optimization ensures that your business consistently delivers quality service over time. It requires fostering a culture where employees are motivated and equipped to go above and beyond—not because they’re told to, but because they genuinely care about their customers.

The Danger of Inconsistency

As Ed and Darryl noted, inconsistency can quickly erode trust. A customer might have a great experience one day, only to encounter poor service the next. This inconsistency is what the hosts humorously referred to as “POOO”—Poorly Orchestrated, Poorly Operationalized, or Poorly Optimized service.

To avoid falling into this trap, businesses must evaluate their operations regularly. Are your employees empowered to deliver exceptional service? Are your processes aligned with customer expectations? Do you have mechanisms in place to address lapses and reinforce standards? Answering these questions can help ensure your business stays on track.

Application Beyond Restaurants

While Chick-fil-A serves as an exemplary case study, the principles of intentional service apply to any business. Consider a marketing agency with a glass front door, as Ed described in the episode. For this agency, the “clean floor” equivalent is ensuring that the door is spotless—symbolizing their commitment to caring for clients’ brands as meticulously as their own.

Every business has its own “clean floor,” whether it’s delivering a seamless online shopping experience, maintaining transparent communication with clients, or exceeding customer expectations in unexpected ways. The key is identifying what matters most to your customers and executing it flawlessly.

Start Small, Improve Incrementally

It’s easy to feel overwhelmed by the idea of implementing a comprehensive service strategy. However, Ed and Darryl emphasized starting with just one thing—your “clean floor.” Focus on doing it exceptionally well and build from there. Over time, these incremental improvements will compound, transforming your business culture and customer relationships.

Building a Culture of Service

At its core, the wonder of WOOO isn’t just about improving business metrics; it’s about fostering genuine human connections. By prioritizing intentional and consistent service, businesses can create environments where both employees and customers feel valued. This approach not only drives profits but also enriches lives, creating a ripple effect of positivity.

Final Thoughts

The lessons from The Wonder of WOOO remind us that great service isn’t an accident—it’s the result of deliberate effort and thoughtful planning. By being well-orchestrated, well-operationalized, and well-optimized, businesses can transform customer relationships, inspire loyalty, and set themselves apart in an increasingly competitive marketplace.

So, what’s your “clean floor”? Start there, and let the wonder of WOOO guide you toward a more intentional, impactful way of doing business.