I often do a Yoga class, during the week, in the trendy, heavily populated café area of South Melbourne. I have been going to the same Yoga studio for seven years, and I know the streets and shops extremely well. So regardless of where I go for my coffee, I know I will most certainly get a great quality coffee, at the right price and at a convenient location.

This sounds like the perfect scenario, and yet, not one of those trendy cafés have won my heart. I have no emotional connection to their people, and I don’t feel loyal to any of their brands.

None of them comes to mind first, when I decide to buy a coffee. What a shame … but what an opportunity. Gaining my loyalty could be as simple as knowing my name. That’s it—that would be enough to tip me over and gain an emotional connection to them. Come on people, it’s not that hard, is it?

In my book Creating a Customer Service Mindset; I break down the difference between a cumulative advantage and a competitive advantage. In business, we want to give customers the unexpected, create that emotional connection with them and create a stronger attraction towards your brand by pulling on customers’ heartstrings.

At the end of the day, all I want from any of those South Melbourne café employees, is for someone to show some interest in me as a repeat customer and ask my name. How novel.

Small, daily acts of kindness from your employees, over a long period, can create a tidal wave of loyal customers.

Jaquie Scammell

‘Love Being in Service’