Beyond the Transaction — The Power of Perception
Beyond the Transaction — The Power of Perception
In the shops on and around Main Street and tasting rooms along 290, business owners are feeling the squeeze. Rising supply costs and rent are forcing many to tighten their belts. But while we often focus on the Process Points—the logistics of how we run our businesses—global service expert Ron Kaufman suggests our ability to thrive in difficult conditions is about Perception Points.
For a small business in a tourism-heavy economy like ours, understanding the difference between a process and a perception can be the margin between a one-time visitor and a lifelong brand ambassador.
The Gap Between Process and Experience
Most Gillespie County entrepreneurs are masters of Process Points. These are the mechanical steps of a transaction:
- Answering the phone
- Seating a guest
- Processing a credit card
- Preparing a box of peaches for a customer to take home
Process points are about efficiency and accuracy. However, Kaufman argues that customers don't experience your process—they experience the Perception Points that surround it. A perception point is any moment a customer forms an opinion based on what they see, hear, touch, or feel. Your process might be perfect—the wine was poured, the steak was cooked—but if the tasting room was uncomfortably hot or the server’s tone felt rushed, the "perception" is negative.
Why Perception Wins in Fredericksburg
In a town where our primary export is Warm Welcomes & Hospitality (ranked #1 in USA by booking.com), we become vulnerable at our lowest perception point. Kaufman’s philosophy highlights three reasons why Gillespie County businesses should pivot their focus:
- Low Cost, High Impact: Improving a process (like installing a new POS system) is expensive. Improving a perception point—like a warmer greeting, a hand-written "thank you" on a receipt, or ensuring the sidewalk in front of your shop is swept—is often free and can be implemented by your team today.
- The "Down Escalator" Effect: Kaufman describes service as climbing a down escalator. What was "Surprising" service last year (like free Wi-Fi or a complimentary water) is now "Expected." To stay competitive in a crowded market like Fredericksburg, we must constantly innovate our perception points to stay ahead of the curve.
- Healing Broken Processes: Sometimes, processes fail. A reservation gets lost, or a favorite product is out of stock. A strong "Perception Point"—a sincere, empathetic apology and a proactive "make-good"—can create a customer more loyal than if the mistake had never happened.
Moving from "Basic" to "Unbelievable"
Kaufman identifies six levels of service, ranging from Criminal (breaking a promise) to Unbelievable (astonishingly fantastic).
Service Level | What it looks like in Gillespie County |
|---|---|
Criminal | A reservation service double-books a reservation and leaves the guests stranded at 10:00 PM. |
Basic | A shop is open, but the staff waits for customers to ask for help. |
Expected | The food is hot, and the check is accurate. Average. |
Desired | The waiter remembers you liked the bold red wine and suggests a new blend. |
Surprising | A local boutique tucks a small Bluebonnet seed packet into your shopping bag. |
Unbelievable | A winery owner hears it’s your 50th anniversary and personally drives you to your next stop so you can enjoy the tasting safely. |
The Challenge for Local Leaders
As we navigate a year where "development" and "supply costs" are the buzzwords, let’s not lose sight of the human element. The next time you walk into your place of business, try to see it through the eyes of a first-time visitor from Houston or a neighbor from down the street.
Don't just look at the "how" of your business. Look to experience "how it feels." In the end, people may forget the price they paid, but they will never forget how you made them feel.