One restaurant owner in Arizona drove to pick up a customer who had been involved in an automobile accident and was in danger of missing his reservation. Now that’s customer service! And it got such word of mouth buzz that the restaurant attracted press stories – and not just in its home town.
The story is the perfect illustration of how exceptional service can lead to word of mouth buzz. It’s uncommon and this type of service doesn’t happen every day, which is what makes it worth talking about. And if you perform that kind of service for your customers then you’ll be talked about too.
Never deny the power of word of mouth advertising. It’s cheap advertising, but by cheap I don’t mean non-valuable. The value is immeasurable. It’s inexpensive because you don’t have to shell out dollars and hope it works. It is costly, however, because exceptional service requires some level of risk that must be managed. Still, it’s worth every ounce of it. There is no substitute for word of mouth buzz, even for a small business.