What makes a customer feel genuinely cared for?
This is a question of vital importance to those of us in the Customer Service industry. If our customers feel this way, we know we have succeeded in supporting them. And it’s what they deserve: the highest quality service. But it’s also good for business. A happy and cared for customer is a loyal customer. This leads to repeat business and a good reputation. Not only that, but also the Contact Center Agent who provides the care will feel a sense of satisfaction. It’s a win for all involved. Isn’t that worth achieving?
There has been much written on this topic, as expected for one of our main goals. So, I won’t repeat what you already know. Instead, today I want to talk about the lessons we can learn from the Japanese art of Omotenashi (おもてなし). At CBA, founded in Yokosuka, Japan, this art of hospitality is central to how we do business. And today, I’d like to share the secrets of what we’ve learned with you.
I think, like CBA, that you’ll find the principles helpful in elevating your customer experience.
What is Omotenashi?
I must confess, I never heard of omotenashi until I joined CBA. It’s not a word we use often outside of Japan. Do you find yourself in a similar situation? What does it mean? What does it involve?
In short, omotenashi is a unique approach to hospitality. It goes beyond what we might consider a basic or standard type of care. This special approach to hospitality includes some key principles:
- Have the right motive: a genuine and deep sense of care for others
- Show genuine respect towards the customer
- Anticipate the needs of the customer
- Pay attention to even the small details
- Treat each person as unique, with unique needs
- Go beyond expectations
This type of hospitality is a true art form. No doubt we can appreciate how being on the receiving end of it can make us feel. But genuine hospitality transcends culture. And the lessons we learn from omotenashi can transform how we treat our customers. Put them into practice, and we can make our customers truly feel valued and respected.
Six Lessons for Hospitality in Customer Service
Lesson #1: Have the Right Motive
The truth is that motives matter. A customer can tell if an agent is just trying to finish the ticket or check off a task on a to-do list. And it goes deeper; if the company culture doesn’t have a genuine focus on helping customers, that’s easy to see as well.
What’s the lesson from omotenashi? Be sincere, and wholehearted. It isn’t about impressing customers or securing repeat business (though that often happens naturally). It’s about seeing their well-being as our primary goal. When we truly care, it shows—and it transforms the customer’s experience.
How can this apply to contact centers and customer service teams?
- Train with empathy in mind: Make genuine care part of your team’s culture.
- Use technology to free up time: Tools like LivePerson’s Conversational Cloud can handle routine inquiries, allowing agents to focus on what really matters—connection and care.
- Reward care-driven behavior: Celebrate moments when agents go above and beyond because they truly care.
When our motive is right, every interaction becomes an opportunity to make someone’s day better. Isn’t that the kind of service we all want to provide?
Lesson #2: Show Genuine Respect
Real respect is more than being polite—it’s about recognizing the value of each person. It means treating customers not as problems to solve but as people with unique needs, experiences, and emotions. Sadly, we live in a world where such respect is less common than it used to be, and our customers feel the lack of it.
What’s the lesson from omotenashi? It starts with humility. Treat each person as the most important customer at that moment. Be considerate and fair, even if the customer is unkind or angry. When our agents can overlook someone’s demeanor and focus on their needs, it leads to respect.
How can this principle shape your customer service?
- Empower your team with tools to help them understand others: AI solutions like sentiment analysis can help your agents read the emotional tone of a conversation and respond accordingly.
- Foster a culture of patience and empathy: Train agents to see challenging customers not as obstacles but as opportunities to show respect. Help them to be forgiving when a customer may not show them respect in return.
- Personalize the interaction: Use CRM data to greet customers by name and refer to their specific concerns.
By showing genuine respect in every interaction, we build trust, strengthen relationships, and create loyal customers who feel seen and valued. Respect isn’t just courteous—it’s transformative.
Lesson #3: Anticipate the Needs of the Customer
What if you could solve a customer’s problem before they even ask for help? Just think of how you’ve felt when someone anticipated your needs. Perhaps it was a server who refilled your drink without being asked or a colleague who brought you a charger before your battery died. These moments stand out because they make you feel understood and cared for. The same is true for your customers.
What’s the lesson from omotenashi? It starts with observation, and careful thought. What is the person’s mood, condition, circumstance, and present worry? What would you need in that same situation? Reason on what the need might be, and rush to fill it proactively.
How can you apply this in your service environment?
- Think one step ahead: Encourage agents to anticipate follow-up questions and address them upfront. Help them to think about what the person might need, even if the customer doesn’t ask.
- Be proactive with solutions: If you notice a common issue, reach out to affected customers before they contact you.
- Use data to predict needs: Tools like LivePerson’s Conversational Cloud can analyze patterns and alert agents to common next steps.
When we anticipate needs, we show customers that we’re paying attention and that we care. It’s a small effort with a big impact—and it turns good service into unforgettable service.
Lesson #4: Pay Attention to Even the Small Details
It’s often the little things that leave the biggest impression. Details that seem minor to us can be the difference between a service that’s merely satisfactory and one that feels exceptional.
What’s the lesson from omotenashi? Japanese hospitality includes careful attention to even the smallest detail. Each one is carefully thought out and prepared. These small touches make the experience memorable. In customer service, those “small details” might be as simple as using a customer’s preferred name or remembering a prior interaction.
How can you implement this mindset?
- Encourage attention to detail: Train agents to pick up on cues, like tone of voice or unspoken concerns, and respond accordingly.
- Make small gestures routine: Simple things, like a “thank you” email or a follow-up message, can create lasting impressions.
- Use your CRM tools to remember key details: Store customer preferences and past interactions so agents can personalize each interaction. For example, does the person like to go by a “preferred name” instead of their legal name?
When we focus on the little things, we show customers that we care enough to go the extra mile. And it’s often those thoughtful details that turn a routine interaction into a special experience.
Lesson #5: Treat Each Person as Unique
“One size fits all.” What does that really mean? That it really fits no one. The reality is that no two customers are exactly alike. Each has their own story, preferences, and needs. When we treat people as individuals instead of just another ticket or case number, we show them they matter.
What’s the lesson from omotenashi? Learn each person’s preferences. Understand their unique needs, which are different from others. And then change the service accordingly, to make it match their situation. This will help each customer to feel valued and special.
How can this apply to your team?
- Empower agents to adapt: Give agents the flexibility to deviate from scripts when it helps them connect with customers as individuals. Give them a chance to treat each person as unique, for they truly are.
- Get to know your customers: Use CRM integrations to access a customer’s history and preferences, so interactions are informed and personal.
- Use personalization tools: AI-powered solutions can help deliver unique recommendations or responses based on a customer’s behavior and history.
By treating each person as unique, we go beyond solving problems—we create connections. And it’s often those thoughtful details that turn a routine interaction into a delightful experience.
Lesson #6: Go Beyond Expectations
What truly sets exceptional service apart? It’s the moments when we do more than what the customer expected. I’ve had a few of these experiences, and I’ll never forget them, or the agents and companies that helped me in this way. These unexpected gestures tend to stick with us.
What’s the lesson from omotenashi? Go beyond what is expected. Do something more. It can be a small gesture, or something bigger. But try to leave your customers with a memory, something they will hold on to for a long time.
How can you inspire this approach in your customer service?
- Encourage creativity: Give agents the freedom to offer unexpected solutions or small extras on top of just solving the problem.
- Use technology to enable above-and-beyond service: Platforms like CareAR empower agents with real-time visual tools to troubleshoot problems more effectively.
- Celebrate these moments: Share and recognize examples of team members going the extra mile to inspire others.
When we go beyond expectations, we create unforgettable moments that build trust and loyalty. Customers will remember not just the solution but the care and effort behind it. Isn’t that the ultimate goal of exceptional service?
How CBA Integrates Omotenashi with Technology
At CBA, we believe that the principles of omotenashi can harmonize with technology. While hospitality might seem like a purely human endeavor, the right tools can amplify our ability to deliver exceptional care.
For example, tools like LivePerson’s Conversational Cloud enable us to anticipate customer needs through AI-driven insights, while platforms like CareAR allow agents to provide real-time, visually guided solutions that go beyond expectations. These technologies don’t replace the human touch—they enhance it, making it easier to show real care and address issues with empathy and kindness.
Case Study: Hospitality in Action
An example of integrating omotenashi with technology comes from our work with ANA Engine Technics. ANA Engine Technics faced a challenge: ensuring their field engineers could receive expert guidance quickly and effectively, even in high-pressure situations. With our support, they implemented CareAR. Imagine the confidence their field technicians can have, knowing that experts are ready to help on a moment’s notice. Omotenashi comes from the humans involved, but the technology makes it easier.
You can learn more in our case study on ANA Engine Technic’s use of CareAR.
Conclusion
The Japanese art of omotenashi teaches us that hospitality is more than a skill—it comes from the heart. By focusing on genuine care, respect, treating each person as unique, and going beyond expectations, we can transform customer service into something truly extraordinary.
At CBA, we’ve seen firsthand how these principles, combined with the right technology, create a powerful formula for success. That why, since 2006, CBA has made omotenashi a core mission of the company.
Ready to bring the spirit of omotenashi to your customer service team? Start today in apply the lesson and principles I’ve shared! It won’t be long before your customers feel the difference.
Stay Updated with CBA
Want more insights on how to elevate your customer service? Stay connected with us for the latest trends, case studies, and helpful tips. Subscribe to our blog to be the first to learn about innovative technologies, as well as the human qualities we need to succeed.
