Mr Warwick Avenue, or Tim Pinn, is an employee of London Underground. He works at my local Tube station and is a remarkable man. This extraordinarily engaging and friendly figure greets almost every single passenger with a refreshing "Good morning!" as they stagger bleary-eyed to the train. Tim's delivery is genuine and human. Suddenly people look up and smile, the drudgery of a daily commute momentarily forgotten.
Tim also writes witty, positive little notes on the white board by the barriers in the Tube to make customers laugh. Every evening as we all trudge home I see him animatedly talking to a happy commuter who has stopped for a chat. Single-handedly, characters such as Mr Warwick Avenue can force one to forget the depressing image of surly Bob Crow, seemingly hellbent on making life miserable for passengers. Suddenly you believe that underneath, the Tube is run by decent workers keen to help travellers on their way.
No one trained Tim Pinn in the principles of hospitality. He is a natural. His obvious zest for life, charisma, and extrovert personality shine through: anyone who meets him senses it. Rather than manuals and procedures, Tim understands his regulars and connects with them. He knows what customer service is by instinct and practice — not formal guidance.
In a way, Tim's genius is the real secret of outstanding service. All the systems in the world will get you nowhere unless you hire and retain the right staff in the first place. You need to select the figures who can become Mr and Ms Warwick Avenue. They should have such an intuitive feel for what the public want, and how to satisfy them, that providing high quality service is a case of simply being themselves.
What this means is that recruitment is the single most important step to securing a great service culture. Find, keep, reward and motivate the correct employees who take pleasure in meeting customers and going the extra mile to assist them. Authentic charm and warmth are the most critical ingredients. If your team members possess these, then anything is possible.
Luke Johnson is chairman of Risk Capital Partners, part owner of a number of restaurant chains, and author of Start It Up: Why Running Your Own Business is Easier Than You Think (Portfolio Penguin, £12.99)
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