VIP Book

You have no business if you have no customers. And to customers it’s often the little, inexpensive things that matter most. It therefore makes infinite sense that if you operate in a competitive market, you can improve your bottom line by implementing good, customer focused processes and service.

Here’s an example. I lost the advice battle with three of our six children when we last ordered Domino’s Pizza. I suggested they not order thin crusts. When we got them home, opened the lids, sure enough they were a little too crispy you might say. I telephoned the store, asked for the manager so I could complain about the pizzas. I expected an argument. Instead they didn’t quibble: ‘We’ll put you down in our VIP book for four complimentary pizzas, just tell us you’re in our VIP book the next time you call or come in.’

You could have knocked me down with a feather when one day later a letter arrived with another apology from the general manager, a promise of five (not four) free pizzas and, to the kids’ delight, a coupon for free garlic bread and Coke.

This is an idea to steal. You can name anything VIP to make your customers feel special. It’s corny, yes, but it does work. Doesn’t a VIP book sound much better than a customer complaint book?