Service Orientation: The Emotional Intelligence That Transforms Business Relationships

“Hospitality is a selfish pleasure. It feels great to make other people feel good.”— Will Guidara, Unreasonable Hospitality

In today’s business landscape—where competition is fierce, expectations are high, and relationships are everything—service orientation is no longer a soft skill. It’s a strategic advantage.

As an emotional intelligence (EQ) competency, service orientation is the ability to anticipate, recognize, and meet the needs of others—whether they’re customers, suppliers, contractors, partners, or internal stakeholders. It’s about being genuinely invested in the success and satisfaction of those you serve.

What Is Service Orientation in Emotional Intelligence?

Service orientation goes beyond transactional service. It’s about:

• Empathy: Understanding what others feel and need.

• Active listening: Hearing beyond words to grasp concerns and desires.

• Responsiveness: Acting promptly and thoughtfully.

• Reliability: Following through on commitments with consistency.

• Proactivity: Anticipating needs before they’re expressed.

It’s the mindset of serving first—not because you have to, but because you choose to.

Why It Matters in Business

Whether you’re managing a procurement contract, leading a team, or negotiating with a supplier, service orientation builds trust, loyalty, and long-term success. It helps you:

• Deliver exceptional customer experiences that drive retention and referrals.

• Strengthen supplier and contractor relationships through mutual respect and reliability.

• Foster internal collaboration by supporting colleagues and stakeholders with empathy and responsiveness.

• Navigate complexity with a mindset focused on solutions and shared success.

The Power of Unreasonable Hospitality

Will Guidara’s Unreasonable Hospitality offers a compelling blueprint for elevating service orientation to an art form. His philosophy—developed while transforming Eleven Madison Park into the world’s best restaurant—is simple yet profound: give people more than they expect.

Guidara’s approach teaches us that:

• Service is competence, but hospitality is emotional connection.

• Small gestures—like remembering a name or anticipating a need—create unforgettable experiences.

• Every business, not just restaurants, can benefit from unreasonable hospitality.

Imagine applying this mindset to your supplier meetings, stakeholder presentations, or customer engagements. What if every interaction was an opportunity to surprise, delight, and connect?

Service Orientation in a Changing World

In an era of automation and AI, human-centered service is more valuable than ever. Machines can process transactions—but only people can build relationships.

Service orientation helps you:

• Stand out in a crowded market by offering emotional value, not just technical solutions.

• Adapt to change by staying attuned to evolving needs and expectations.

• Lead with integrity by putting people first, even when it’s inconvenient.

Serve First, Lead Always

Service orientation is not just about being helpful—it’s about being intentional, empathetic, and emotionally intelligent. It’s about creating value through connection. And as Unreasonable Hospitality reminds us, it’s about making people feel seen, heard, and cared for.

So whether you’re serving a customer, supporting a colleague, or partnering with a supplier—serve with heart. Because in business, as in life, we don’t rise to the level of our expectations; we fall to the level of our training.

Train to serve. Train to lead. Train to connect.