By: Chip R. Bell

Service warriors know ordinary service leaves customers only satisfied. Seventy-five percent of customers who leave an organization to go with a competitor say there were satisfied with the
one they abandoned. Being a service warrior means delivering a service experience
that is remarkable—one that makes customers remark positively to others.

Chanaka Demel was working the front desk at the Toronto Airport Holiday Inn when two men arrived to register late one evening. They were angry the airline had lost their luggage. Both had interviews early the next morning and did not have the proper clothes. Realizing the men were about his size, Chanaka
signaled another clerk to fill in while he went home to secure two business suits, shirts, and all the accessories for the two guests. They returned to the hotel late the next afternoon after a successful day of interviews in Chanaka’s clothes. “He’s a miracle worker,�? they told the general manager. “We’ll tell everyone to only stay at this hotel.�?

Extra telegraphs affirmation. William James, the famed psychologist, wrote: “The deepest craving of human nature
is the need to be valued.�? Extra says to customers, “You are worth it.�? Colonel Hamilton retired from the Army in 1992, and then spent several years developing senior leaders in the Croatian Army. “Once you become a
warrior,�? he told me, “you can never go back to being an ordinary soldier.�? Be a service warrior for a while. Like Jack
Hamilton, you’ll never again settle for service that is “just ordinary.�?

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