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You need the core business activity to be done properly (that is repairing the laptop / servicing the car).

But it’s what Paddi Lund http://www.paddilund.com/content/view.asp?&ref=aec calls Critical Non-Essentials (CNe’s for short) that make you talk about a business and use it again.

That’s attending to things like cleaning a laptop that’s in for repair, or valeting a car that’s in for service. Or hoovering the carpet when you’ve fitted new windows.

Something outside the core activity that will make your customers sit up and take notice – and tell their friends about you.

M

What I noticed was that my car would always come back looking as if it had the benefit of a full valet service (evidently my local dealer was more switched on to this particular aspect of customer service than yours was), but frequently the actual job I’d asked them to do would be done poorly or not at all. Now I use a local non-franchised Benz specialist who always does exactly what is asked, and does it for half the price. But OTOH my car comes back exactly as clean or dirty as it was when I gave it to him. So yes, it is nice to get the warm human touches, but without competent service they are insufficient to maintain loyalty, for me at least.

Seriously, they do say a little can go a long way and this is a good case in point. Well done Sony. Will bear them in mind next time I need to purchase a new laptop (if I can’t get hold of yours that is..)