Leader's Guide FOR PREVIEW ONLY

Let’s see a show of hands again: If they’re upset and don’t say anything, whatdo you think they will do? Keep encouraging answers until someone says thatthey won’t come back.EXPLAINThe customer gave Bob Farrell a gift by expressing his displeasure with the company. Alot of customers won’t say anything – they’ll just decide never to come back.SAYqqConsistency is important to customers.They trust you when they walk in and want you to reaffirm that trust by givingthem what they want and expect. And if you give them even more than theyexpect – all the better!The Importance of ConsistencyASKLet’s see a show of hands: Who remembers the child’s name in Bob Farrell’sstory about parents who were upset their son didn’t get his birthday song? AlexWhy is his name so memorable? Because we can relate with the moment.SAYqqqMaybe we can relate to Alex’s parents – or Bob Farrell – or Alex.Most likely we can all relate to that moment of truth when we have anupset customer in front of us.Consistency by definition means “conformity based on previouspractices.”ASKWhat was the previous practice at Farrell’s that Alex’s parents were expecting?They expected the wait staff to sing “Happy Birthday” to Alex.Why were Alex’s parents so upset?21