Why a Hospitality-First Mindset Is Key to Winning Coworking Members
Here's how you can turn prospects into delighted coworking community members.
Back when I was 18 and being interviewed for my first proper job (at the retailer Ted Baker in Bicester Village), I was asked: ‘What does customer service mean?’
I stumbled. It wasn’t that I didn’t know how to reply to this question, it’s just that the term ‘customer service’ was so obvious – surely, it meant: providing a fantastic experience to shoppers. At that time, I didn’t realise how deeply Ted (as we referred to it) embodied this philosophy.
The brand’s approach went far beyond the surface of engaging with potential customers. It led with respect, curiosity, and genuine connection – values woven into everything we did.
For instance, we were trained never to turn our backs on the store entrance and, instead of defaulting to the overused: ‘Can I help you with something?’, we were encouraged to initiate conversation with curiosity. We might say: ‘I love your outfit – that colour is so in-season,’ or: ‘Looks like you’re having a successful shopping trip!’ to someone carrying a few shopping bags.
This wasn’t just small talk. These conversations opened the door to learning what brought customers in, and for us to tailor their shopping experience and make them feel truly seen. It worked – at that time, Ted Baker Bicester Village was the most profitable store in the world.
Just like Ted transformed casual browsers into loyal customers through exceptional service, you can turn prospective coworking members into engaged and delighted community members with a hospitality-first approach.
Let’s explore how this translates beyond the shop floor and into the coworking space.
Delivering great customer service in coworking
The coworking industry is booming, with over 3,000 coworking spaces open in the UK, and about 900 in London. When the competition is fierce, you can’t rest your laurels on selling a place to work or the bells and whistles of fancy amenities. What matters most is how you make people feel in your spaces: the experience.
When it comes to member acquisition, a basic level of customer service would be organising a tour promptly (or even better, implementing the technology to do that job for you), and having your community manager on hand to greet and tour a prospect around your space, answering any questions that come up.
How do you follow up after? Offering a free coworking pass is a standard process in coworking spaces, giving prospects a feel for your workspace. But could you offer a little more energy to provide that ‘wow’ factor experience?
For instance, during the tour, have a way to gather subtle information about your prospect’s preferences or interests. If they mention they love coffee, send them away with a locally roasted coffee sample or a voucher for the café in your space. Leading with a hospitality-first mindset goes beyond the basic level of customer service.
While chatting to Paula Madrid, founder of Blue Panda Office Spaces, she shared that after reading Will Guidara’s Unreasonable Hospitality, Paula was inspired to start making a big deal out of her customers’ renewals and anniversaries – giving long-term customers a plant as an appreciation of their loyalty. Side note: wellness and sustainability are absolutely tied into the Blue Panda brand ethos, making a plant gift incredibly fitting!
The Unreasonable Hospitality concept
Guidara’s book is absolutely everywhere right now and, rightly so – his concept goes much deeper than good ol’ customer service or hospitality. Unreasonable Hospitality is the art of truly listening to customers, carrying out audacious acts, and creating memorable moments long after the event.
For example, after Guidara’s team at one of his top NYC restaurants overheard a conversation between customers that they’d missed a chance to taste a New York hot dog, they purchased some hot dogs, serving the delighted (and surprised customers). Now that is a memorable moment.
Just last week, I went out for dinner to celebrate a friend’s 30th birthday. Neither of us had mentioned it was his birthday — although the gift I presented him was a big giveaway — but the waiters’ attentiveness didn’t miss a beat. After the meal, my friend was presented with a complimentary ice cream to mark his birthday.
Shortly after, they gently placed the bill on the table, explaining that our two-hour dining slot was coming to an end. But here’s the thing: we didn’t mind at all. Their thoughtful gesture had already left us feeling appreciated and cared for, turning what could have been a frustrating moment into a memorable one. Of course, we left a generous tip, not just for the service, but for how they turned a potential point of friction into a moment of delight.
This is exactly what Will Guidara describes as counteracting a negative moment – anticipating and softening a potentially uncomfortable situation through acts of unexpected generosity. It’s also something shared at the Story22 workshop, organised by Bernie for the Workspace Design Show back in February, prompting these thoughts.
Turning friction into moments for connection
Guidara’s concept can absolutely be applied to the coworking world. For example, your space might close at a certain time, but instead of going around your workspace, asking everyone to leave at 5pm, why not invite your coworkers to an evening event, or a more social space that’s open past that time?
For example, at The Hoxton, the lights gradually dim and the music picks up in volume towards the end of the workday, subtly indicating that it’s time to wrap up work and transition into happy hour. It really works — who doesn’t love a cocktail at The Hoxton when it’s just so vibey?
Across the customer journey, there are many ways you can replicate a hospitality-first experience in your coworking space, such as:
Invite prospective members to attend a community event. When I toured Clockwise Leith back in 2021, I was invited to their morning Yoga class the very next day. Of course, I went along and immediately signed up for the workspace. Doing this can help a prospect gather an authentic feel for the space on different days and truly experience your community.
Turn the first day a new member works in your space into a celebration by leaving a personalised note or a small welcome gift on their desk.
If a member signs up for a year-long membership, surprise them with a branded tote bag, a wellness gift (like Paula’s plant), or a voucher for a local partner business.
Set up a buddy system where prospects can shadow a coworking member for a day to get a real feel for the community.
By leading with a hospitality-first mindset while creating a welcoming, inclusive, and thoughtfully curated work environment, you’re not only providing spaces for people to work but places that empower and curate a deep-rooted sense of belonging.
How do you lead your coworking space with a hospitality-first mindset, and how does it make a difference to your community? I’d love to know.
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