What if the secret to standout marketing wasn’t found in a campaign, but in a customer service moment?Lacey Peace sits down with Geoff Ramm — international keynote speaker and author of Celebrity Service — to explore how the best marketing tomorrow starts with exceptional service today.From Jedi-costumed taxi drivers to viral hospitality wins, Geoff shares real-world stories that reveal how unexpected, personalized touches can elevate a brand beyond "five-star service" into unforgettable.But Geoff doesn’t just inspire — he equips. Learn his five-word strategy for creating a culture of “celebrity service,” how a spontaneous question on stage sparked a 20-year philosophy, and why AI should handle the mundane so your team can deliver the magical. Key Moments: 01:19: How Marriott Turned a Lost Toy Into a Viral CX Win05:15: Meet Geoff Ramm: The Mind Behind “Celebrity Service”14:48: Where “Celebrity Service” Began: A Moment That Changed Everything27:47: How to Implement Celebrity-Level Customer Experience29:22: Why Most CX Fails: The Time Commitment Gap30:18: Designing a Visual Space That Fuels CX Innovation32:44: The 120-Second Challenge: A Proven Method for Fresh CX Ideas37:16: From Brainstorm to Buy-In: Turning Ideas Into Action38:12: Driving Team Engagement Through Recognition & Ownership40:03: CX That Converts: Case Studies from Avon, IHG & More54:25: Personalized CX That Sticks: Geoff’s Most Powerful Stories –Are your teams facing growing demands? Join CX leaders transforming their AI strategy with Agentforce. Start achieving your ambitious goals. Visit salesforce.com/agentforce Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org
Chapter 1: What innovative customer experience made Marriott go viral?
Chapter 2: Who is Geoff Ramm and what is Celebrity Service?
We have these great customer experiences that we can highlight and share. It actually makes the job of the marketing team, the job of the sales team so much easier.
This is what I do in my interactive workshops and masterclasses. Now, maybe we've got a list of 20 ideas. Five of those might be illegal.
I was going to say, some of these would be pretty outrageous.
One question's changed everything in that person's mind. Who thought she was delivering the high level of service?
Jeff, I'm bought in. I'm interested. I'm intrigued. I want to apply this to my business. What do I do?
Lacey, did you hear anything about this viral Marriott Hotels customer experience with this like teenage girl leaving her lamby, her childhood stuffed animal at a Marriott Hotel?
OK, wait, I've heard someone mention this on the show. Or is this new? Is this recent? This happened. This is like maybe within a couple of weeks. OK, someone definitely mentioned it, but I did not look into it. So I don't know the details. I don't know the conclusion of the story. So tell me, Rose, what happened?
OK. And honestly, I haven't been on social media enough lately. So shout out Brie Reynolds. She's a senior consumer comms manager at Yahoo. I saw her post about this six days ago and I immediately saved it. I was like, I have to talk to Lacey about this because this is so cute. And shout out Marriott. So this girl, Ava, basically, she's maybe like in her 20s.
She made a TikTok and she's got 4000 followers. So she's not a huge influencer. She made a TikTok and she posted it saying that she was really sad. She traveled to a Marriott hotel in Hawaii and she left her cherished childhood stuffed animal, her lambie, there. And lo and behold...
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Chapter 3: How did the concept of Celebrity Service originate?
just maybe a week or two later she receives Lammy in the mail but not only does she receive her stuffed animal from Marriott they sent Lammy with a custom Marriott robe like Lammy was wearing a robe yeah like the right size yes oh my gosh him and was the right size and we'll put an image on screen of what Lammy came uh how late Lammy came home and all of his new attire oh my gosh
They also sent him with a custom Marriott team member shirt. So there was a little, like, uniform, Marriott uniform that fit Lambie.
Yeah.
Oh, so cute. As well as, yeah, and the cutest, well, honestly, the best part, in my opinion, maybe this is me not being sentimental enough, she also got a three-night voucher to any Marriott hotel. Oh, my God. So they gave her, like, a free three-night stay anywhere she wants to stay.
Wow, okay, I should start leaving stuff in hotels. Is that what I'm hearing? Yeah.
I think so. Let's go digging through our attic and try to find your childhood stuff. Oh my gosh. It was just a really sweet, like she didn't have to post about any of it and she ended up posting about it and it's obviously gone viral. But I just, I thought that complimented our interview and the theme of our interview today so well.
I agree 100%. I think it's a great lead-in to who we talked to today. Okay, but, like, pause there.
The amount of coordination that the social media manager of the TikTok account for Marriott had to reach out to God knows who to, like, contact that hotel, the managing staff there, probably the cleaning service there, and then, like, whoever's in charge of their, like, they must probably have a, you know...
lost and found area somewhere in the hotel like that alone was a whole thing just to get in contact with finding it not alone sending it back to her with all these cool gifts like that's amazing
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Chapter 4: What are the key components of implementing Celebrity Service?
Oh, yeah. Like, hello. My name is Lacey Peace. I'm the host of Experts of Experience.
And Rose, you are? I am Rose Shocker. I am a producer. I produce Experts of Experience and I get to sit on these really, really cool interviews. She makes everything happen, ladies and gentlemen. Without her, there is no show. I'm trying not to argue with you about that, but I appreciate it.
Chapter 5: Why do most customer experiences fail?
Well, welcome back, everyone. Today, we've got an amazing guest that we've teased a little bit. His name is Jeff Ram. He's been described by Forbes as a game changer, which is very impressive. He's a creator and author. He's written two books called Celebrity Service and Celebrity Service Superstars. He's talked to audiences all over the world.
And we've got to sit down with him one on one to hear what Celebrity Service is all about, how to implement it in your company. And ultimately just like endless stories from him on what this actually looks like in practice.
Yeah, it's a super practical episode. He gives the five steps basically to attain this celebrity service framework. Everything he lays out, I think, is very applicable no matter what industry you're in or what size your company is. It's an exercise you can do with your team today.
But before we get over to Jeff, I've got one thing to ask of all of you. Please hit that subscribe button. It lets us know that we're doing great work here and helps us get these amazing guests that we get to speak to every single week.
Yeah, and go hit up Lacey's LinkedIn page. Hit up the Experts of Experience page. Hit us up on LinkedIn. Tell us what questions you want us to ask. It's such a privilege to be able to sit down with these executives. So we want to make sure we're asking the right questions. So if there's something that you want to know about, let us know.
Absolutely. Okay, we've teased you enough. Without further ado, here's Jeff Ram, author of Celebrity Service and Celebrity Service Superstars. Jeff, there's one thing that I know about you, and I think the world might know about you, and that's that you love Star Wars. And I can see in your background, you've got a bunch of photos of Star Wars characters.
And I know there's a bunch of stories there with each of those photos. But I wanted to ask you out the gate, what's your favorite Star Wars character?
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Chapter 6: How can we inspire teams to deliver exceptional service?
Oh, I didn't expect that. I didn't expect that.
The hard questions start now.
Possibly Leia. Possibly Princess Leia.
That's a common answer. I think that's a good one.
Just everything. Everything about that character. Feisty, gutsy. Yeah, sort of. Yeah, there's a lot to unpack there. Look, there's lots of characters that I like, but... The Boba Fett one. But yeah, I think Leia. I'll just go with Leia. I think she's so magnetic on that screen. She's quite incredible.
For sure. Yep. Yeah, fantastic acting, but also just the character development, the writing. I'm obsessed with Joseph Campbell, and I know that he had a huge influence on George Lucas with that storyline. So all around, I think Star Wars is very interesting and amazing, and the cultural phenomena that it developed afterwards, very interesting as well.
But thank you for answering that very difficult question. Well, yeah, so I'm curious, and I'm sure you're, we just had a great conversation about like a client that, you know, picked you up at the airport or didn't pick you up at the airport, but sent a taxi driver who picked you up at the airport in a costume. Tell me a little bit more about that.
So it was actually, it was this time last week. So exactly a week ago, I got the 6pm flight from Newcastle. I live in the northeast of England. And it's about, it's only about an hour's flight to Southampton, right on the south coast. And my client, P&O Cruises, big, big sort of global brand. I've worked, I'm friends with the customer service director there.
And he brought me in because I've worked with them previously in other hospitality roles. And he brought me in for the team. He said, we've got a conference, so we'll pick you. Come down the night before. Would you like picked up at the airport? I said, oh, that would be great. So they booked a taxi. But they've obviously called the taxi firm and said, These are some of Jeff's likes.
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Chapter 7: What are the nine stages of Celebrity Service?
Yeah, yeah, yeah. Or the six month performance review just with them by themselves and no one else is seeing or hearing this.
You've made a great point there, Lizzie, a brilliant point. Recognize, but then potentially show the world. Actually show the world. So yeah, that's a five word strategy. I can go a lot deeper into it, but for the sake of the pod, I just wanted to introduce it. But that two minute challenge, There's a page on my website called Results. It's something I'm extremely proud of.
It's the most important page on my website, if I'm honest with you. And it's full of the companies, the businesses, the brands, the teams that have embraced the 120 Challenge in Celebrity Service and they've gone on to win. And it's pretty cool.
For those listening, on screen, we're going to have Jeff's results page. We'll scroll through it so you can get a little sneak preview of all that. Is there a favorite result that you'd like to share, Jeff? Like a story or just from one of those brands that you mentioned? I mean, you've worked with some amazing companies.
Do you know what? I'm going to give you something that's not on the website. That's actually just come in over the last week.
I would love that. Yeah.
I've just, and so I've just finished a program of celebrity service for Avon, Avon cosmetics, you know, phenomenal brand, phenomenal. So I've done two of their conferences and we've also done three virtual sort of masterclasses with all of the Avon advisors all over the UK. And I set them challenges every week. I share stories, but I set them challenges.
And, you know, the entrepreneurial, they're working by themselves, but they're within a team. And the results, I'm in a private Facebook group with them all as well over the past three months. It's been people actually saying I was skeptical. I didn't want to do it. What should I do? But I decided to increase my packaging. I decided to put a little something in with the packaging.
I decided to, you know, for Easter, I put a little Easter egg in there. For Mother's Day, I did this. I wrote a poem on International Women's Day and put it in every one of my orders. And this has just exploded in the UK. I've got this baton called Celebrity Service. I pass it to you. It's up to you if you want to run with it.
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Chapter 8: How can businesses apply Geoff's five-word strategy?
So it's one of my book bears of service and design, if I'm honest with you. I don't mind sharing it. We're always trying to find the new shiny toy, the thing that will press the button, that will make it easy.
Yeah.
And that easy button means we don't have to put much effort in. And yet some of the greatest service experiences lie in our past. But guess what? our competition, they've moved on. They're trying to find the easy way out.
And when I talk about celebrity service, if your next client was Denzel Washington, if your next client was Tom Hardy, if your next client was Margot Robbie, you would take the time. And that's the difference. It's quality over quantity, always.
Yeah, yeah, absolutely. Well, kind of speaking into that a little bit more about Future Trends, I am curious your opinions and thoughts on what people can expect for the future. Like what's going to stay the same and what's going to be maybe new that will shake things up.
I'm such a traditionalist at heart. I can see it now. One of my biggest stories actually is a story called Elliot's Magic Ticket. It's on my website. It's on my YouTube channel.
I saw that one.
Yeah. Audiences love that one. It's really powerful. It's really emotional. But do you know what? Ticket offices won't be here in 10 years. You know, it will all... Which I get. I get progress. But... When profits go before people, that's when I start to worry. That's my concern. That is my concern, that we do replace far too much. I'm not anti-AI. I'm not anti-technology.
Here we are on the other side of the world connecting and delivering.
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