Premium service isn’t about adding touches — it’s about choosing which touches are important.
Hi y’all,
Teams in the events world wear hospitality like a badge of honor — yet “being hospitable” no longer means inserting a human at every turn. For years we leaned on the mantra “the best automations are the ones clients never notice.” That worked before inboxes were flooded with AI-generated messages; today it feels dated.
To counter the automation wave, it’s tempting to humanize everything. But most clients actually expect smart systems to shave minutes off their to-do list. They’re fluent in AI; they recognize an automated note and are perfectly fine with it. What they won’t tolerate is a bot pretending to be heartfelt or extra hoops masquerading as “white-glove” care.
Hospitality, at its core, is about creating a pleasant, sustaining environment. In practice that looks like one-click payments that post instantly, confirmations that arrive before anyone can wonder “Did that go through?”, and crystal-clear updates on balances or delivery ETAs. Cutting steps isn’t corner-cutting — it’s an upgrade.
A chat with one Goodshuffle Pro user last week drove the point home. They were resisting online payments because automated receipts felt impersonal. Three questions flipped the perspective:
- Would VIP clients appreciate fewer clicks to pay?
- Does one-tap checkout actually elevate their experience?
- Could the personal touch shift to a follow-up call or handwritten note after payment instead of re-typing a receipt?
Light-bulb moment: premium service isn’t about adding touches — it’s about choosing which touches are important.
That’s why automation belongs wherever rules are clear and repetition is high: instant pricing when someone inquires, contracts that auto-send for e-signature, a thank-you with a feedback link the moment an event wraps. Clients love these because they set expectations quickly, remove friction, and close the loop without delay. Humans, meanwhile, shine where creativity, emotion, or surprise matter: redesigning a floor plan on the fly, guiding a nervous couple through last-minute changes, or slipping a handwritten note into a VIP kit.
Clients pay for ease. They expect technology to handle anything that doesn’t build loyalty so you can invest your energy where it does. White-glove service in an AI-savvy world isn’t about hiding the robots; it’s about letting them work openly so your human touch stands out when it counts most.
See you next Monday,
Mallory Mullen
Goodshuffle
