Whenever people make plans about starting a business, they normally talk about the cost and benefits. How much should they invest? When will they recover? They seldom talk about the concept of service. Og Mandino, the late author of the best selling book, “The greatest salesman in the world”, once said , “Always render more and better service than is expected of you, no matter what your task may be.”

I remember Eddie who used to work as a tire man for a gasoline station in the city. Eddie’s job was to service and repair flat tires, as well as to replace worn tires with new ones. He was a small man but he always did his job with a smile. He would often apologize for his decrepit equipment and always sought to compensate by giving his best personal service. He was very good at his job and he knew all his customers by name. He was a master at installing large diameter low profile tires that required extra care in mounting and dismounting. He was also a master at using a mallet to align dents on the rims that occurred frequently from using such tires. (regrettably Bling-bling often becomes bang-bang on the wallet)

There was a time when I went to Eddie for all my tire needs. One time, I had a flat tire near the station, so I called him. He was right over to help. Whenever people would ask me on where to go regarding installation or repair of tires, I would often tell them to go to this station and look for Eddie.

A good friend emailed me a beautiful story on how personal service impacts a business. Barbara Glanz, veteran customer service trainer was doing a seminar on the importance of putting your personal signature on the job that you are doing. She issued a challenge, “ Think about something you can do for your customer to make them feel special, a memory that will make them come back.”

One day, a boy named Johnny wrote to her and spoke of how he tried to implement what she taught. He spoke of his twin difficulties, one that he was only a lowly bagger at a grocery, and two, that he was afflicted with down-syndrome. But still he tried his best to think on how he could make his customers feel special. He thought about writing a “quote of the day” to express thanks for shopping at the store. He asked help from his father, and together they wrote and printed out multiple copies of different inspiring quotes, one for each day.

Every time he finished bagging a grocery bag, he would smile, look the customer in the eye and sincerely thank the customer for shopping at the store. He would then slip a note containing the quote with his personal thank you.

Barbara was touched and thought that was the end of the story. A couple of weeks later, Johnny’s boss called. He started telling her about an unusual phenomenon. One day, there was an unusually long line at the check out counter of Johnny. He automatically called for more check out counters to be opened, but the customers refused to move. They told him that they wanted to get Johnny’s quote for the day.

A few weeks later, Johnny’s boss called again. He started excitedly telling her of how a big change has come not only at the groceries but throughout the whole grocery store. It seems that many customers now made it a habit to drop by to say hi and to shop. Also, more new customers kept coming. Johnny’s example had spread throughout and service from the heart is now practiced at the whole store.

I recently ran into the owner of the gas station where Eddie worked and I started to talk to her about him. She listened as I explained how Eddie was one of her best assets and that customers went there specifically for his service. She wistfully agreed with me. She told me that she only realized that fact much later when customers started to look specifically for Eddie. She sadly continued by telling me that Eddie had passed away, and things were not the same for the tire service. She had sold the gas station and that the new owners no longer operate a tire service.

I don’t miss going to the gas station but I sure do miss Eddie. The best praise I can give, is that Eddie did his job so well that I and am sure many if not all of his customers, only knew him by his first name. In today’s society, I think that is the highest compliment anyone can give when you are only known by one name. Eddie provided the best service he could and in doing so, built lasting relationships with loyal customers.

Sometimes, when we plan the business, we fail to plan for the people factor. Starbucks Coffee may be a global name but at its individual stores, it is as personal as it gets. I know Darren, Leon, KZ, May, Sam, PS, and Euge of Starbucks Ayala and they know me. They greet me with an enthusiastic hello and remember what I like to order. In the end, it is not the coffee that I remember, but the whole customer service experience. The Starbucks Coffee website proudly proclaims, “We always figured that putting people before the product just made good common sense.”

Walt Disney once said, “ Do what you do so well that they will want to see it again and bring their friends.” Eddie showed how a tire man can MAKE a difference. Johnny showed how a bagger can BE the difference. We can all be like Eddie and Johnny by caring about what we do and the people that we deal with. If we are able to consistently do that, success will just be around the corner. Let’s follow the examples of these ordinary individuals as they strive to make a difference. Each week, lets all get together and share knowledge, stories, experiences, information, all for the sole purpose of getting One Step Up.

For comments, suggestions or stories that you want to share, email me at stirspecialist@gmail.com , or visit http://www.stirspecialist.blogspot.com/ .