Alexander McCall Smith, the Scottish author of the acclaimed “Number One Ladies Detective Agency” series, set in Botswana, is one of my favorite novelists. In his latest work, from his Isabel Dalhousie series, entitled The Lost Art of Gratitude, he relates that Isabel, the Edinburgh-based editor of a philosophical journal, has received a letter from the company that prints the journal.
“They had bought a supply of superior Finnish paper, they revealed, and would keep some of this for Isabel if she wished; a sample was enclosed. The offer reminded her of her obliging butcher, who, from time to time would pull something out from under the counter and say that he’d been keeping it for her, some delicious cut that he thought she would particularly appreciate. Small acts of commercial friendship, binding together customer and provider.”
These days, “small acts of commercial friendship” are especially appreciated by customers. And especially savvy on the part of providers, most of whom need to explore every way possible to win the loyalty of customers who have less disposable income, and usually more choices, than ever before.
I like it when Shenequa, my Starbucks barista, sees me approaching the store and fills a cup with my “usual”, a tall Pike Place, and then asks me how my family (every member of which she knows by name) is doing.
Likewise, I appreciate it when I stay at one of the chain of Kimpton Hotels, and they automatically provide me with feather pillows and a room near the elevator. Sure, they got that info from an online profile that I filled out, and so it’s different from Shenequa’s personal gesture, but it’s no less appreciated.
I enjoy reading comments from the customers of a bank for which we manage a customer satisfaction survey. It’s not uncommon to read something like “I love this bank. My banker called me last week to tell me about a special CD offer you had. He remembered me saying, months ago, that I wanted something short term with higher interest. It wasn’t a lot of money, so I was surprised he remembered. I won’t forget that.”
In an increasingly impersonal world, these small, but important acts are distinctive, and memorable, whether they originate from a highly sophisticated customer relationship management system, or the attentiveness of a caring employee or business owner.
What could you do, today, to demonstrate your “commercial friendship”, to bind you and a valued customer closer together?
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Richard Hadden (twitter at http://twitter.com/rehadden) is a leadership speaker, author, and consultant who helps organizations improve their business results by creating a great place to work. He and Bill are the authors of the new book Contented Cows MOOve Faster, as well as the acclaimed business classic Contented Cows Give Better Milk. Learn more about them and their work at ContentedCows.com.
