This is a story of burnt toast.
Burnt toast you say!
I was having breakfast the other day at one of my favourite cafes and I asked for another slice of toast with my scrambled eggs.
The friendly staff brought out the toast but it was burnt.
Now I should have sent it back or said something.
But like most other consumers or customers I did not make a fuss at the time but rather have decided to write a blog about my experience.
You see, a slice of toast is a small thing.
The cafe is convenient to me, the staff are great, menu expansive and the prices are reasonable.
But why bring out a burnt slice of toast?
It’s small but perhaps it says so much about their product quality and attitude to their food.
My point is this:
Most brands and business leaders are quite rightly focusing on the customer experience or journey.
They are trying to get the big things right.
This is praiseworthy.
But I say to them — don’t forget the small stuff.
These are the small controllable aspects of the customer experience that people notice.
Because if you ignore them then you risk a small loss.
It represents a loss to your sales and a loss to the customer.
Small losses matter!