The little things that make a big difference

This week, I had the brake cables on my bicycle tightened. They now work better than they’ve ever done.The thing is, that’s not why I went to the bike shop.

Let me explain.

Two days earlier, my front mudguard fell off. Again. It’s one of those indestructible plastic ones, that can withstand heat, light, water and just about anything you can throw at it. It’s been stress-tested in wind tunnels and bent to destruction in the mudguard labs.

Unfortunately, it’s attached to the bike by the flimsiest of brackets, which breaks if you look at it. And I did – twice.

So I went to the bike shop. Now Cambridge has no shortage of bike shops - it’s the Beijing of England, with 50% of the workforce cycling to work.

It was closed. A small, grubby, handwritten sign said it would open again in two days.

So I waited.

I could have gone to any number of other shops, but I didn’t. Why? Because the guy who runs it is good – friendly, attentive, helpful and always trying to add value.

Two days later, I left the bike with him so he could fit new mudguards. They come in pairs, so the back one had to be replaced too.

“They finally woke up,” he said about the mudguard people. “People got sick of them breaking, so they’ve strengthened the bracket. Just look.”

And I did – at an industrial-strength, don’t-mess-with-me silver bracket that looked like it was the business.

I didn’t even ask the price of the mudguards. I didn’t need to – that’s how much I trust this chap. And when I picked up my bike, that trust was once again reinforced, with a little something extra.

This time, it was the brake cables. Last time, the chain.

And that’s why I keep going back.

How can I help you?

Good service is common sense. So why is it so rare? Keeping clients happy is a sure way of keeping them as clients.

I can think of two coffee shops I avoid if particular people are on duty there. What should be a relaxing experience turns into a stressful one. By the time my latte is handed to me, I’m just about ready to leave.

By contrast, I can think of another – more expensive – coffee shop where I break into a broad smile if I see my favourite barista grinding, pouring and skimming. I can’t help myself. She exudes enthusiasm and charm.

She knows my regular, and accidentally-on-purpose stamps my loyalty card twice when I buy a coffee.

As you can imagine, I’m the most loyal of customers.

The wheels of industry

Meanwhile, back on the open road, with my DEFCON 1 mudguards, I was struck by one business name that worked. And one that…well, sort of did.

The first I saw on a narrowboat on the River Cam. What a great idea. A doctor that does house calls. You’ve got to love it.

The second was along the same lines. But when I saw it, I just scratched my head. So where do the patients go, I wondered?

And then I got it. But it was too late.

Names either work immediately, or they don’t work at all.