Below is an Autogenerated Transcript

It’s called the six levels of service and it starts low with the word basic. What does that mean? Bare minimum. Does that ever happen? Yeah! When it does the experience someone else gets is just basic it goes like this. BASIC everyone go… B-A-S-I-C *Crowd echoes*

 How do you feel? Just saying it brings you down and that’s not where you want to be. So let’s take one step up and now we’re talking industry average, compliant, tick the Box, make sure everything is done according to the service level agreement. Meet the specifications, do what is expected. 

No, that’s not where you want to be. So, let’s take another step when you serve someone the way they like it. The way they hope for, the way they prefer, then the word is desired. We have three levels. Ready down Low is BASIC. Cross Your Arms EXPECTED. Shoulders DESIRED. 

What’s higher than desired? When you serve someone in a way that’s unexpected, but they like it. It’s like getting a little gift and they go “What a nice surprise!” SURPRISING! What’s higher than surprising? Astonishing, extraordinary, incredible amazing?

I call it UNBELIEVABLE!

What’s on the bottom? What’s below basic? Terrible. Unacceptable, Horrible. So bad. I make a little joke and I call it. CRIMINAL, I don’t mean break the law. Did you see ethics up there? But I do mean break a promise. Have you ever had someone in this room say to you, “I’ll call you back this afternoon” and you did not get the call?

Now, they may say “oh, that’s expected.” But the experience you have is that someone lets you down. We’re gonna go out into the world with a brand-new gorgeous, delicious, incredible market record-setting brand with a promise that says integrated, complete, ‘from cradle to grave. 

If we don’t deliver on that, what level could that be for our customers? Below the bare minimum. CRIMINAL.