Jim Hope's "9 Traits of Remarkable Service."

Trait #7 - Redefine Routine Activities

Our work is often a series of routines. Enthusiastic, giving servers inject personality and panache in routine activities and make the mundane stand out. The challenge is to remember that what we do several times each day is often experienced just once by our customer and it can be the opportunity for us to deliver the experience of a lifetime.

Jim tells a story of a shuttle driver at Bandon Dunes redefining the experience of letting guests know what's on the menu at the club.