I travel a great deal. That's Fact One.
Fact Two is that I always carry around a Mokeskine notebook. Moleskines are these tremendous, hardbacked little notebooks that are absolutely perfect for notes, to-do lists and so on.
Fact Three is that I always fly Southwest, because they're always the cheapest, and they do not pretend their planes are anything but flying buses. I appreciate their honesty.
Fact Four is that on a recent Southwest flight, I managed to leave my notebook behind. Fortunately, I always tape a business card on the inside cover.
So, about two days after my flight, I get a cheery call from Southwest telling me that they've found my notebook, and they're Fedexing it to me. That in itself is impressive.
But then, when the notebook arrives, I open it, and here's what falls out of it:
This is simply brilliant. And that's it. I'm their customer for life. This entire process, including the Fedex, probably cost them around $5. But it had a huge impact on me, and I'm sure it has the same effect on everyone who gets it.
It's the little things, at the right time, and in the right way, that make customers or clients loyal. This is a perfect example.