THE 10-5 RULE
/In the hospitality industry, there is a common rule of guest interaction called “The 10-5 Rule.” Within 10 feet, the employee visually greets the guest by making eye contact, accompanied by a slight head nod and a smile. These visible actions demonstrate to guests that they are acknowledged. As the employee and guest draw closer, the employee provides a warm, positive and upbeat greeting within 5 feet of the guest.
A warm, positive and upbeat greeting can range from a simple “good morning” to a more elaborate greeting, such as, “Good morning, sir! My name is Rob Hebeler. How may I be of service to you today?”
The purpose of “The 10-5 Rule” is to establish a connection between the guest and employee and set the stage (literally) for a memorable service experience. Often times called a “touchpoint” (the point in time when a customer comes in contact with the company), “The 10-5 Rule” enables a company’s service culture to come to life.
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I will always remember one such touchpoint from my time as a Marriott General Manager. Many years ago, I was making my morning rounds, visiting the various resort departments – housekeeping, engineering, front desk, and activities. With coffee cup in hand, I saw a guest ahead of me walking the resort grounds. Per the “rule,” I made contact within 10 feet and greeted him within 5 feet with a positive, upbeat greeting.
“Good morning!”
“There is nothing good about it!” replied the guest.
I stood there for a moment in disbelief as the guest hurried away. I turned in pursuit, but was called away by another guest asking for directions to the Activity Center. As I escorted the guest to the Activity Center, I couldn’t stop thinking of that disgruntled man.
The next morning at the resort was much the same. I was making my morning rounds with a cup of coffee in hand, and then I saw him – the disgruntled guest.
“Good morning, sir,” I said as I approached him.
“Not you again!” he said, sternly.
Extending my hand, I said, “My name is Rob Hebeler. I am your General Manager.”
“So?” he replied, leaving my hand unshaken.
“Well, we spoke yesterday, and I wished you a good morning.”
“And do you recall what I said?”
“Yes. You said, “There is nothing good about it.”
“Well, it’s the same today!!!”
With that, the guest turned and hurried off. I just stood there for a moment. Then, somewhere between foolishness and courage, I went after the guest.
“Excuse me, sir.”
“What do you want!”
“Well, I want you to have a good day; if not a great day.”
The gentleman stood there for a moment, cleared his voice, and he said:
“My wife died exactly one year ago yesterday. We have been coming to this resort for years, and I know she
wanted me to come here again. And to top it off, the grandkids are coming tomorrow, and I don’t know
what to do. My wife took care of all of that.”
“I am sorry for your loss. And, I am sorry to be of a bother to you. Will you allow me to help you? Can I buy
you a cup of coffee?
For the next hour, the gentleman recalled his 52 years of marriage, bragged about his three kids, and mentioned how his grandkids were growing up so fast.
We made arrangements for his grandkids at the Activity Center, purchased Walt Disney World and Universal Studio tickets, and arranged to have groceries delivered to his villa.
“I can’t thank you enough for all your help.”
“My pleasure.”
“There is one more thing that I did not mention to you.”
“What?”
“Yesterday, when you said “good morning,” I had been walking around the resort for hours feeling sorry for
myself and missing my wife. I came across many employees and guests during those hours. You were the
only one who said ‘good morning.’ You were the only one who cared.”
I thanked the guest for his time, asked him to call me if I may be of any assistance, and wished him well with his grandkids. As I walked back to my office, I couldn’t help but think how important The 10-5 Rule is for hospitality - and for life in general.
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The 10-5 Rule is everyone’s invitation to make a small or large difference in the lives of others. It all starts with an acknowledgment, begins with a greeting, and ends in ways that make life meaningful.
The 10-5 Rule.
Until Next Friday,
