Delivering Service Excellence And How To Exceed Your Customers' Expectations. With Mark Shaw

In this high-energy and insight-packed episode of Bean There, Done That, Phil Di Bella is joined by renowned guest experience expert Mark Shaw. With decades of leadership in Australia’s top theme parks, Mark unpacks what makes a truly unforgettable guest experience and how emotional engagement is the secret sauce to sustainable business growth.

From building five-star teams to redefining recognition and reward systems, Mark shares practical frameworks, powerful stories, and a clear message: great culture is built by conscious choices, not corporate posters.

Key Topics and Themes:

• Why guest experience trumps customer service
• The business value of emotional engagement
• How to recruit for attitude, not just skill
• Recognition that actually motivates staff
• Phones on shift? Handling distractions with clarity
• The ACE model for building standout teams
• Language, culture, and the power of calling them “guests” not “customers”

About Our Guest:

Mark Shaw is one of Australia’s leading experts in customer and guest experience, having led major brands like Westfield, Merlin Entertainments, Bounce Inc., and Adventure World. Under his leadership, Adventure World achieved the highest-rated theme park experience in Australia and doubled both its revenue and attendance.

Mark is the creator of the ACE Framework (Amazing Customer Experiences) – a people-first approach to building world-class service cultures. Today, he consults across industries to help businesses grow through emotional engagement and guest-centric thinking.

Takeaways:

• Guest vs. Customer: Calling them “guests” changes your team’s mindset from transaction to hospitality
• Emotional engagement is measurable – It drives repeat business, loyalty, and referrals.
• Hire for attitude – Skills can be taught; intrinsic motivation can’t.
• Recognition matters more than reward – A simple “thank you” or peer-driven praise is often more effective than cash bonuses.
• Phone policy? Be clear, consistent, and empathetic—include it in contracts and inductions.
• Culture isn’t on the wall; it’s in the language, leadership, and everyday actions.

Links and Resources:

• The Coffee Commune – The home of the Bean There, Done That podcast
• Mark Shaw – Guest Experience Specialist
  • LinkedIn Profile
  • Shaw Thing CX – Mark’s consultancy specialising in customer experience strategy

Time-Stamped Key Points:

• 00:55 – Why guest experience matters more than ever
• 02:00 – Mark’s success at Adventure World: Doubling revenue and attendance
• 03:05 – The difference between 4-star and 5-star customer ratings
• 05:30 – Bruce Springsteen’s pep talk and emotional connections
• 07:00 – How guest expectations have evolved in the last 15 years
• 10:00 – Recruitment insights: The power of hiring one in seven
• 13:00 – Recognition over reward: The real impact
• 16:00 – How great team culture leads to higher reviews and loyalty
• 18:25 – “Love My Cafe” Awards and the community over coffee
• 20:30 – The simple power of eye contact and a smile
• 24:00 – Should staff have phones on shift? The balanced view
• 29:30 – Culture is a byproduct, not a slogan on the wall
• 32:45 – The six-pillar ACE framework for guest experience
• 36:00 – Recognition systems that scale from theme parks to cafes
• 39:00 – Leadership lessons: Why team language matters
• 42:00 – Guest vs. customer: Changing how we think changes how we serve

This episode is a masterclass in modern guest experience and team culture. Whether you’re running a café, retail business, or global brand, these lessons will change how you think about service. Tune in now on Spotify, Apple Podcasts, or your favourite platform.