My friend Wendy recently dined at a local suburban Detroit restaurant named Beau Jacks. She and a friend ordered the frog legs. Even though she thought they were very tasty, she noticed that they were not as meaty as some she had before.
The owner, Gary Cochran, walked up to the table and asked how they were enjoying their dinner. They told him that the frog legs were good. Cochran had just tasted the frog legs and even though they were good, he told them that they were not up to HIS standards. He apologized and then comped their meals.
Now, in these tough economic times you might think it foolish of Cochran to comp two meals, especially since his customers were satisfied. After all, every penny counts when you are in a depressed economy. But, Cochran clearly understands the power of positive word of mouth. For the cost of two dinners he got two fans who will rave about their experience at Beau Jacks. They will do a better job of advertising than any print ad he could run.
It is interesting that the Beau Jack’s website states, “Beau Jack’s, established in 1976, takes great pride in a total commitment to quality! Each day our chef selects the finest of meats, seafood and garden produce available in the market place, Whether you select from the chef’s suggestions or from our regular menu you are assured of our uncompromising standards.”
I read a lot of promo copy for businesses and most are meaningless drivel. I am pretty distrustful of ad copy. I (like many of you) am more interested in hearing what my friends say than what a copywriter is paid to say.
A great mission statement that is backed up by customer service is unbeatable in my book. Cochran, for the price of two frog leg dinners, not only has TWO raving fans, he has won the trust and business of everyone that Wendy and her friend tell the story.
It is clearly time to go the extra mile. What can you do to win your customers’ loyalty? What can you do that is so exceptional that you’ll earn raving fans who will tell all their friends about you?
Comments
The owner not only ensured that these customers will make his restaurant their first destination next time, but time and again - not to mention the people they will bring with them - not to mention the people reading this article who may now seek out that establishment... In short, by that simple act of courtesy and caring, he increased his customers' loyalty and attendant cash flow.
In my dotage I now require reading glasses. There is an optometrist around the corner who has consistently given me great service on little things, but he doesn't accept my insurance company's 'vision plan' (now there's an oxymoron!) In any case, I still go to him, even though there is another optometrist a mile away who DOES accept my insurance but whose attitudes leave much to be desired. I spend ALOT more to deal with the individual with the better service. Economically wise? Maybe not. Emotionally fulfilling? You bet!
I'm working on my optometrist of choice to get with the program!)
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