Why 5-Star Service Is No Longer Enough – And What To Do Instead

By Paul Wearmouth – Customer Experience Speaker and Trainer

I often ask my audiences, “How many of you pride yourselves on giving 5-star service?”

Without fail, every hand in the room shoots up.

And why wouldn’t it?

For decades, “5-star service” has been the gold standard — the universal benchmark of quality and customer care. It’s what we’ve been taught to aim for. But here’s the issue: if everyone is aiming for the same benchmark, how does anyone stand out?

The truth is, in today’s crowded market, 5-star service is no longer enough to differentiate you. Even if you’re delivering great service — or at least saying you do — your competitors are likely saying the same thing. So where’s the distinction? Where’s the hook that makes a customer stay loyal to you instead of drifting off to a competitor who promises just as much?

Let’s be honest: your customers have options. Loads of them. So even if you’re busy today, nothing is stopping your customers from browsing elsewhere tomorrow — especially if your service is indistinguishable from the next business in line.

Customer service is a critical part of your value proposition. It’s not just about problem-solving — it’s about giving people a reason to believe in your brand. It reassures them they’ll be looked after, supported when things go wrong, and genuinely valued at every stage of their journey.

If your service looks and feels the same as everyone else’s, then you’re not standing out — you’re blending in.

But here’s the exciting part: outstanding customer service costs little to nothing to deliver.

Here are some of the most common traits I see in businesses that are stuck at that “5-star” plateau:

1. Vague, overused statements like “We go the extra mile” or “The customer is at the heart of everything we do.” (They sound good, but they’re rarely backed up with consistent, meaningful action.)
2. Striving for satisfaction instead of true excellence. (Let’s face it — no one raves about a ‘satisfactory’ experience.)
3. Consistency turns into complacency — where everything is done the same way, every time, with no room for creativity, delight, or surprise.
4. Staff with limited authority have to get permission before helping a customer.
5. Rigid policies, processes and procrastination that delay solutions and frustrate customers.

Do something different.

Start looking for the moments — the small but powerful opportunities — where your business can exceed expectations, not just meet them.

Empower your team. Give them the autonomy to make decisions that will genuinely make your customers happy. Most employees already understand the limits — they just need permission to operate confidently within them. If full autonomy feels risky, set clear and generous boundaries that still give them room to shine.

And most importantly: stop aiming for “satisfaction.”

Start aiming for excellence — the kind of experience that makes customers feel valued, understood, and appreciated.

Be intentional. Define the emotional outcome you want your customers to experience when they engage with your business — both during and after the interaction. What stories do you want them to tell? What lasting impression do you want to leave?

Customer service should never be an afterthought.

It’s not a “nice-to-have” — it’s a strategic driver of loyalty, reputation, and growth.

When delivered with care and personality, service isn’t just part of your business… it is your business.

Paul Wearmouth is an expert in customer experience, business culture, and team empowerment. With a background in high-performance sales and service environments, Paul now travels the UK and beyond, speaking to audiences about how to unlock the full potential of their people and radically transform their customer journey.

His energy, humour, and real-world experience make him a favourite among event organisers looking for an engaging keynote speaker or trainer who delivers actionable insights that stick. From conferences and corporate events to team away days and in-house workshops, Paul’s sessions are guaranteed to get teams fired up, thinking differently, and ready to serve with excellence.

Popular speaking topics include:

• How to Stand Out with Service in a Crowded Market
• Customer Experience vs Customer Satisfaction
• Empowering Your People to Create Loyalty Moments
• Shifting Culture: Why Everyone Owns the Customer Experience

If you’re looking for a speaker who will inspire your team to do more than just deliver service, but to own it, Paul Wearmouth is your man.