Darren Ross

Founder and Chief Executive Officer of Service Freak

Topics: Customer Experience, Business, Employee Engagement, Business Leadership, Leadership, Strategy

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Biography

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Starting his career in hospitality with Hyatt Hotels in 1995, Darren Ross was drawn to the idea of making a career out of making people from all walks of life…happy. In 1997, Darren won an award from the California Tourism Board for “Hospitality Employee of the Year”.

He would leave Hyatt Hotels in 1998 to be on the opening management team for the Beach House Hotel in Hermosa Beach, CA. Here he created the standards of service for this brand new hotel.

After leaving the Beach House, Darren Ross started his company called Customer Service Associates, which was a “Secret Shopping” company focusing mostly on restaurants and hotels. Darren or his associates would be hired to go under cover to a variety of businesses to evaluate the customer service, and then provide detailed reporting on how they did. One of these clients was the famous and private club in Hollywood, CA…The Magic Castle.

In 2013, Darren created his hotel management company, Service Freak Hospitality, LLC. His company now leases and operates the Magic Castle Hotel.

Darren and his team have brought an ordinary looking and limited service hotel, to being a multi-award- winning business based on high levels of customer service, and unique amenities. The hotel has been featured in multiple articles on customer service, podcasts, and books including the New York Times best seller, The Power of Moments by Chips & Dan Heath.

Darren has spoken to many companies including; Nike, General Motors Mexico, and Harcourts Realty in Australia.

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Videos

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Listen Carefully... Respond Creatively™

- Focusing on the importance of surprising our customers by responding to what they’re telling us, in creative and innovative ways.
- Creating distinction in a competitive industry without breaking the bank.
- The importance of creating stories for your customers to tell, and to have those customers feel compelled to share them.

Major on a Minor

- Highlighting the opportunities in small mistakes.
- The smaller the problem, the higher the impact an acknowledgement will have on your customer.
- Recognizing opportunities to showcase who you are as a company/professional.

Creating "Exhale Moments"

-Using all the tools in your tool chest to best manage your customer’s perception.
-The importance of both the words we choose to use, and the tone in which they are said.
-Do not fear making bold offers to clients, worrying it might consume all your time if everyone accepts.

Testimonials

Every message, every example, every story, captured the imagination of our audience.,

– Sara Paz - Chief Marketing Officer

The focus on guest experience, the discussion of moments, I thought was amongst the best leadership and guest experience learnings that I have had in my entire career.

– Dr. Scott Terrell - Director, Animal and Science Operations The Walt Disney Company

Got our team moving, active, and engaged.

– Sam D’Arc Chief Operating Officer Zeigler Automotice Group

Darren did an incredible job with the engagement levels, talking to us about customer experience.

– Mike Van Ryn Vice President of Talent Development Zeigler Automotive Group

He did workshops with our leaders, he made it real. He did a superior job and I couldn’t recommend him highly enough.

– Mike Green Managing Director Harcourts Realty