5:03 pm - Fri, May 28, 2010

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The Caring Mistake

Earlier today, I ordered a pizza to be delivered to my apartment.  Oddly enough, the delivery itself spurred on today’s post, and not just because I was so hungry before the pizza, I could not seem to write one.  When the pizza I ordered was delivered, the delivery guy did not have exact change, so I was semi-forced to give him the $20 in my hand and have him keep the change he nor I had.  While the $2 extra tip is hardly a big deal, it was a reminder of my reading of Danny Meyer’s book, Setting the Table. 

One thing I recall taking away from Setting the Table is how Danny talks about dealing with mistakes.  The delivery guy not having change was probably a mistake (or a clever move in hindsight), but mistakes are the easiest ways to show you care.  Making mistakes is part of what makes a person or a brand human, so it is likely they’ll occur at some point or another.  How a brand, for example goes about handling mistakes can make a world of difference.  

Had the delivery guy taken my money, went back to the pizzeria, pulled some change from the register and returned to my apartment door with it, I for one would have been surprised.  Would I have taken the $2 back?  Absolutely not.  But would I be a customer who is likely to continue tipping well and returning often?  Absolutely.  One simple misstep like the delivery allows a person or a brand to do something extraordinary.  The ability to show you truly care is one of the last factors going unnoticed with brands and is also one of the last factors that can uncommoditize (I think that’s a word) a product/service in a category full of similars.

The act of caring is free and usually yields high returns.  A walk back to my apartment with change: free; being loyal to the pizzeria and tipping well: high returns.  It is hard to deny the overall power of caring in people, brands or even TV for that matter (it was why Vinny Chase fired Ari).  While the delivery faux pas didn’t result in the pizzeria doing something extraordinary, it did result in a valuable business lesson reminder about caring.