Sequence of Service

This is how you create the perfect guest experience.

Sequence of Service is a structured model that ensures consistent and high quality at every point of contact with the guest.
Get started Right now Services

Define each step of the guest experience

Many businesses in the service industry place great emphasis on details such as interior design, concept and offerings. People like to talk about visions and values, but what is often missing is a systematic way of handling the most important thing – the meeting with the guest. This is where the lack of systematicity can become an obstacle to reaching the business's full potential.

It's not always about leadership, training or staff engagement, but about the lack of clear and repeatable processes.

A common mistake is that the guest meeting is left to chance instead of being structured with the help of a "Sequence of Service" – a method for defining each step in the guest experience.

Implementation of Sequence of Service

With a clear Sequence of Service, each employee can follow a structured model that ensures consistent and high quality at every touchpoint with the guest. An effective way to structure the guest encounter is through the “See, Speak, Suggest” method, see example below followed by a typical structure for Sequence of Service:

See: Be present and observant
Exceptional service starts with being fully present. It's not just about being physically there, but also about actively observing and connecting with the guest.
Use eye contact: Eye contact signals attention and respect, and shows the guest that they are your priority. It creates an instant connection and builds trust.
Body language sets the tone: Your nonverbal cues—such as a warm smile, an open posture, and friendly gestures—create a welcoming atmosphere. These subtle cues make the guest feel comfortable and appreciated, laying the foundation for a positive experience.
Be in the right place at the right time: Anticipate where your presence will make the biggest impression. It could be welcoming guests at the entrance, being available in the dining room or assisting at the reception. Being present at the right moment shows professionalism and reliability.
By really "seeing" the guest, you create the foundation for a great interaction and show that you are attentive to their needs.

Speak: The Power of Rhetoric
Once you've made a connection, your words become the next crucial tool in shaping the guest experience. Speaking with intention and enthusiasm can make all the difference.
Use living language: Bring your recommendations to life with colorful descriptions. Instead of saying, "We have chocolate cake," say, "Our rich chocolate cake with velvety ganache is a guest favorite—like a little piece of heaven."
Refer to other people's experiences: Add credibility by mentioning the experiences of other guests or staff. For example, say, "This dish is a staff favorite," or, "Many guests return just for this one."
Speak with confidence and warmth: Enthusiasm is contagious. When you genuinely show joy in what you offer, you automatically inspire the guest to share the same feeling.
By speaking with purpose and passion, you engage the guest and influence their decision in a way that enriches their experience.

Suggest: Guide with intention
The last and most effective step is to guide the guest with thoughtful recommendations. Proposing isn't just about upselling – it's about offering value and creating gratifying moments.
Recommend, don't ask open questions: Instead of asking, "What would you like?" say: "I highly recommend our signature drink - the perfect way to start the evening." This reduces decision stress and makes the guest feel taken care of.
The brain loves suggestions: Research shows that when we receive a recommendation, dopamine is released, a feel-good chemical linked to trust and happiness. By suggesting, you make the guest confident and enthusiastic about their choice.
Highlight the value: Explain why your recommendation is the best choice. For example: “This suite has the best view of the sunset,” or, “This dish is prepared with seasonal local produce.” Adding context helps the guest understand the value of what you offer.
By guiding guests with thoughtful suggestions, you improve their experience and at the same time increase the chance of a purchase.

Ensure that the workplace and staff are ready before guests arrive.
Check that all resources are available, such as menus, utensils, and that the venue is clean and inviting.
Staff should be appropriately dressed, informed about any special offers or the guest's specific needs.

Greet the guest with a smile and a friendly “hello” immediately upon their arrival.
Use the guest's name if known, which creates a personalized experience.
Show the way or guide the guest to the right place, such as a table or the reception desk.

Introduce yourself and offer help or information.
Briefly describe what the guest can expect, such as today's specials or relevant services.
Recommend, suggest something concrete with the right rhetoric

Ask the guest about their needs and preferences.
Listen actively and ask questions to ensure you understand what the guest wants.
Suggested questions might be: “What are you excited about today?” or “Is there anything we can help with?”

Perform the service or deliver the product according to guests' expectations.
Communicate clearly during the process, for example: “Your order will arrive in a few minutes.”
Adapt service to guest needs, such as faster delivery for guests in a hurry.

Check that the guest is satisfied with what has been delivered.
Ask if there is anything else you can help with: “Is there anything else I can arrange for you?”

End the experience in a friendly and professional manner.
Thank the guest for their visit and encourage them to return: “Thank you for choosing us today. We look forward to welcoming you back!”
If relevant, follow up with a message or an invitation to come again.

Sequence of Service is a structured approach to creating a consistent, high-quality guest experience. It defines each step of service delivery, from welcome to departure.

This ensures that guests feel welcome and cared for. By following a clear service process, the team can deliver high standards in every interaction.

Start by mapping each step of the guest journey, identifying critical moments, and training staff in hospitality and service behaviors.

Increased customer satisfaction, stronger loyalty and improved efficiency in service delivery.

The Sequence of Service provides a practical framework for putting the principles of hospitality into action.

Hospitality for all industries!

We bring the essence of hospitality: service design and management that strengthens both customer experiences and team development, regardless of whether you work in retail, tech or something completely different.

We design service for the future

en_GB
sv_SE en_GB