As I will say, over and over again: It's the accumulation of "little things" that build goodwill and customer loyalty.
Several days ago, I made a purchase at Life Pharmacy in Masterton. The counter assistant advised me that I had a good number of redeemable "points" accrued on my "Living Rewards" card . . . one of the very few loyalty card programs I participate in - because it's actually worth it, and (in this particular category) I don't care too much if some data-farming outfit records how much cleanser, moisturiser, conditioner and packs of cotton wool I buy.
So that was nice. It lopped quite a chunk off the tally of that day's purchases.
But here's what was truly impressive. The same store assistant phoned me the next morning.
"Good morning, Jordan," she says.
"I hope I haven't rung too early? I just thought I'd let you know I noticed just after you left that your remaining points expire next week . . . I don't want you to miss out on using them."
Now, isn't that
nice? And isn't it a personal service modus operandi you'd want to encourage in your store staff, if you were the owner or franchisee? I certainly would.
You see, one small act of caring and extra-mile service like that, goes a long way. And, perform such acts regularly, and the positive impact on how your customers view you (and want to patronise your outlet) becomes
cumulative.
Whether an organisation is large or small, that's how customer base goodwill and brand loyalty is built: one good experience at a time.
