The New York Times recently featured the day to day life of a Chicago hotel doorman which details the lengths he goes to, in order to deliver memorable experiences that keep hotel guests coming back. Here are a few of the measures he takes, which all brands can bring into their customer experience philosophies:

Surprise and Delight 

“Then there is the problem of intelligence gathering. Mr. Sykes and his colleagues are constantly alert to chatter that a new arrival has lost a piece of luggage or is celebrating an anniversary, so that a complimentary cosmetic bag or bottle of champagne can be arranged. They are often the first to detect a whiff of discontent from a V.I.P., like cast members of the network television shows who bed down there during filming.”

Know Their Name

“There are certain tricks in the repertoire of any good doorman, and Mr. Sykes is an enthusiastic practitioner. Trick No. 1: Go out of your way to cultivate children, who tend to have outsize sway over their parents’ lodging decisions. Trick No. 2: Always sneak a look at the baggage label of an arriving guest so you can refer to the guest by name. (Trick No. 2.5: Make sure it’s an up-to-date, airline-issued label to avoid unforced errors.)”

Understand Their Individual Preferences

“In effect, Mr. Sykes’s method is to develop a profile of each person he encounters — which he is constantly updating — and calibrate accordingly. To the pair of middle-aged women on their way to Gibson’s Steakhouse, he was the vicarious wingman. “Have the Turtle Pie with ice cream,” he counseled. “It is very fattening but delicious.” (“We will, Gary. We’ll be thinking of you when we do it,” they replied.)”