Today I got my dinner from a local Japanese restaurant I go to reasonably often. The whole place is run by little old men and women who have clearly been making hand-made food for most of their lives. I go there once a week (ish, sometimes more) and pick up a bento or two, maybe some soup. Usually I just grab a single bento and meander home. I have never actually sat at the place and eaten there, although it looks like it would be fun to do so. Some of the staff know me on sight (if not by name) and are always really friendly.

Today, they gave me a little potato salad with my bento for free, just because I keep coming back. They thanked me for my patronage sincerely and warmly and gave me a small gift.

This kindness kept me smiling all the way home, and still makes me feel good about going there. Or rather, I should say even better, since I already enjoyed going there.

It makes me think – what was it about today that made me smile and feel valued as a customer that was different from any of the rewards programs and points cards and other benefits that I know I can get from going to many other places? The only answer I can safely conclude is ‘spontaneity’ – they saw me, recognised me and decided on the spot to value me.

While I don’t expect it to happen again (such is the nature of a spontaneous gift), I will be going back there again, and I will probably go out of my way to go more often as well.

For those of you that work in a commercial capacity, how do you show that you value your customers?