The Gold Standard: Giving Your Customers What They Didn't Know They Wanted

by Colin Cowie

Learn how to cultivate the most incredible customer experiences on earth through this essential guide by Colin Cowie, distinguished purveyor of unforgettable "wow" events for the world's most demanding clients. If you're searching for ways to ensure your customers walk away from your company with a smile on their face and a plan to return, you found it. And any business organization can adapt the tools and techniques in this book. Colin Cowie, one of the world's most sought-after event planners, shares the hard-won and hard-nosed advice he has learned through entertaining and engaging stories and examples. He gives readers the indisputable blueprint for creating a customer service culture that anyone can tailor to their own needs, whether you're a shopkeeper, corporate marketing director, or budding event planner Upon coming to the United States from South Africa with $400 in his pocket, Colin built his highly successful catering and event planning business from the ground up to become event planner to the most respected tastemakers and personalities in the world―including Oprah Winfrey, Jennifer Lopez, Ryan Seacrest, and Kim Kardashian, to name a few. In this book, you

Genres: Business

Audio CD

Published September 7, 2021

Reviews

[Zibby Owens · Rating 5 out of 5]

The Gold Standard is about giving customers everything they didn't know they wanted. This is the author's first book (out of 11 books) that is a business book. It focuses on the business question, "How do we stand out in the crowd today in the very crowded space?" We don't need another product, service, app, or technology. But we do need to make our customers feel something special. And this book focuses on the idea that customer service is how businesses can stand out in a crowd.

I love the messaging and how the author's first experience hosting an event was in a tent where he made a bar for the soldiers in the Army. But, the book itself and all the advice the author provides have throughout the business chapters resonated with me because I'm starting a publishing business and want to be sure and focus on the whole customer experience. It doesn't matter whether you're running a manicure store with three people or running a Fortune 500 company; all of these principles can apply to everyone and everything. The book has a big focus on the very beginning of a company. The author believes that we need to "set the table" and get everyone in the company aligned on a vision, mission, and goals in any business.

To listen to my interview with the author, go to my podcast at:
https://zibbyowens.com/transcript/col...

[Joe Morris · Rating 2 out of 5]

A majority of this book felt like a basic review of introductory business management principles wrapped around an autobiography of the author’s self-infatuation of his career.

If you’re new to the business world and looking for a book to improve your lemonade stand, this might help. If you’re a business owner looking to take client/customer satisfaction to the next level, there are several other books that would be better time spent.

[James Lovaas · Rating 4 out of 5]

We all appreciate outstanding customer service - those moments when we can enjoy our experience because someone went out of their way to make the moment special. It’s more than doing what was expected. More than providing just what we paid for. Celebrity wedding and party planner, Colin Cowie describes this as giving your customer what they didn’t know they wanted. In his new book, The Gold Standard, he describes the need for exceptional service in a time when so many seemed to have forgotten what that means. He also expounds on the steps you can take to provide outstanding customer service.

Where do you look for outstanding customer service? Your favorite restaurant or hotel? On the other hand, there are so many places where we’ve all but given up on receiving exceptional service. The DMV or other city or state offices. The doctor’s office where you wait hours. Let me share two experiences I had 24 hours apart. Last Thursday, I broke a tooth. I called a large dental chain and was told they could get me in the same day. I was pleasantly surprised. Unfortunately, that was the end of the pleasantries. I arrived shortly before 3pm and the waiting began. At 3:30pm, I was told they were still trying to verify my insurance. Shortly after 4pm, they took a couple x-rays and then took me to see a dentist. I sat by myself until 4:30pm when the technician came back to say they wouldn’t be able to get to me but they would schedule another appointment. No repairs. No help. I left work three hours early and had nothing to show for it. Not even an apology.

Conversely, the next day I called an independent dental practice two miles away. They asked for my information and said they could squeeze me if I could be there by 5:30pm (on a Friday). After a couple pages of paperwork they took me straight to the dentist. In 25 minutes, I had a temporary repair and an appointment to finish the work. When I called on a Friday, I was sure there was no way they would see me...but they made it happen. It was a reminder that there are people in all industries that still look for opportunities to go beyond what is expected and provide exceptional experiences.

[T. Laane · Rating 5 out of 5]

I have liked books about ethical people - this one is about how to providing ethical services at the best level. Golden standards = exceed expectations while maintaining protocol/checklists even up to 100 pages long for a wedding (this does not mean that you can’t provide personalized unique experience). The author has about 40-50 years of experience of doing that, building his event service company so famous that he’s even the only option for Oprah, and having appeared in his show like 20 times. What ever service You provide, this book is very easy to listen to with a colorful stories, so do listen to it. And not only providing best service yourself, but also to be on the lookout: if you point to some flaws on other companies, how do they handle it? First, do they pay attention to You or forward You to some low-level person? Secondly, do they acknowledge the mistake or rather justify themselves? Thirdly, do You see changing something in their standards to eliminate that in the future? And last, do they offer You some compensation for the future and appear thankful of receiving this information? I’m just like the author - I always point out things to be helpful - but of course only to companies that act upon it. My way of making the world a better place, and I always appreciate people pointing my projects mistakes out to me also. If they are not complaining to me, they are complaining to someone else :)
I liked this quote from the book: “There's no future in the past”. Don’t look at what was and what worked in the past, keep your thoughts of what is going to be. “Skate to where the buck is going to be” :)
And just like the author said, isn’t that right: Alcohol is know to be a truth serum, but so also is Money (and issues around that).
Oh, and I liked the emphasis that when talking with the client the first time (over phone or even email), YOU NEED TO also make an emotional connection - so ask questions also on human level, not just facts about servicing them.
Last but not least: If you take risks, you make mistakes. If you don't take risks, you still make mistakes. So why not take risks and aim higher? The rewards are much greater.

[Michelle Ogden · Rating 5 out of 5]

Amazing advice from a leader in the hospitality industry! Cowie lays out more than the basics of great, not good, customer service. Your company doesn't need to be in the entertainment and hospitality area to benefit from this advice. Whether your company is large, small or just one person, there is something here for everyone.

The basics are laid out and he explains how to fine tune the service to what your company needs are. His company has to go over the top on what they serve clients in office because it is a taste of the package they will be paying for. A construction company would not need good table service but would need a welcoming and respectful staff, and a well put together presentation of the project along with the offer of a snack and beverage. A neat and clean office would speak to a neat, clean and organized worksite.

Each chapter ends with a section that summarizes the take-aways : Keep In Mind and Ask Yourself lists are the golden nuggets. Use these as homework to better yourself, staff and business. If you can't hire Cowie as a consultant this is the next best thing.

[Daniel Gonzales · Rating 3 out of 5]

This book, recommended by a friend in the events industry, chronicles Colin’s journey to success and brand development, emphasizing the importance of staying true to one’s brand and maintaining consistent, high-quality delivery.

While not directly involved in this industry, I found many strategies applicable across various fields. Colin’s advice to courageously walk away from unsuitable ventures resonated with me.

I particularly valued his insights on the role of consistency, patience, and hard work in achieving success, as well as his candid discussion of the challenges he faced along the way. His emphasis on adaptability in the face of change was also noteworthy.

Overall, I highly recommend this book for its valuable insights and practical wisdom.

[Jo C · Rating 5 out of 5]

I have been a longtime admirer of Colin Cowie ever since his book "Chic", which I believe is essential for home keeping. When I heard this book came out, I bought it immediately.

Colin Cowie is the go to person for all things quality and luxury. The Gold Standard is a vital resource for those who want to provide seamless and quality service in their own businesses. Although I don't own my own business(yet), I learned a tremendous amount about how successful businesses handle the entire customer experience, from connecting to their real/prospective clients to handling service recovery. Honestly, I will never look at any interaction with businesses the same again.

Definitely recommend.

[Darya · Rating 5 out of 5]

I was reading this book with a lot of joy because it is a story on its own. Also it made me think from two perspectives about customer service: a customer and a business ones. Sometimes very simple and straightforward things tend to be most difficult to keep up with. Customer service is one of them. This book gives a very good and stories based overview on this side of our lives as businesses and consumers.

[Francesca Bielar · Rating 3 out of 5]

Definitely an interesting read and sort of in the same line as unreasonable hospitality but focused on the client experience. Given my love of the events business and everything being perfect I’m a fan of Colin Cowie so the book was great to see his thoughts behind all the little pieces of the events.

This does focus on him coming out of COVID and how he took his events business into a post pandemic world so that was really interesting too!!

[MTSHawaii · Rating 5 out of 5]

You’ve probably heard a lot of this before. But this book serves as an excellent reminder of how customer service should be. Several ideas popped into my head as I listened to this book. The print version is probably better to more easily access the gems that you want to refer to afterward.

[Tom Alfandary · Rating 3 out of 5]

A book on how to provide the best experience to your customer and provide a good experience to your staff. Interesting insights but nothing revolutionary. Treat clients like people and provide a human and personal connection

[Alan Jarvie · Rating 5 out of 5]

Simply brilliant.

[Kathleen Levey · Rating 5 out of 5]

Mr. Cowie sets the bar high for both business and life, a wonderful book for everyone.

[Joseph Kapsch · Rating 5 out of 5]

Excellent book on customer Service.

[Deborah · Rating 4 out of 5]

Elegant, practical,precise, intuitive beyond the menu, the guest list.
Making life special.
Making life sparkle.
Mr. Cowie supplies inspiration, conversation and JOY!

[Ruben Cools · Rating 5 out of 5]

Good book. For me it was a pleasant combination of story vs vision. This will definitely influence my way of working in my business.

[Alger Leon · Rating 1 out of 5]

Rápido de leer y bien escrito. Sin embargo, parece ser que contiene anécdotas de diferentes eventos que él ha organizado y básicamente te cuenta cómo llevar la excelencia a tu día a día.

[Tram Nguyen · Rating 3 out of 5]

Pretty standard advice, not a lot of groundbreaking info, overall it's more like an autobiography than an actual helpful entrepreneurial book.

[Shanti Knight · Rating 5 out of 5]

as soon as I finished reading the physical book, I bought the audiobook to listen to in the car. this is excellent material for any business owner.