(Distinctions are subtleties of language that, when gotten, cause a shift in a belief, behavior, value or attitude.)


At a fine-dining restaurant a few years ago the wine steward asked the patrons if they would like to order a wine to accompany their meal. A guest replied that they would like a wine that was “memorable, but not unforgettable.” The sommelier smiled and replied, “I understand.”

What s the difference between an “unforgettable” wine and a merely “memorable” one? Several hundred dollars per bottle.

When you provide service to your customers — and whether you own a business, are a homemaker, a professional, or a staff person in a corporation, you still have customers — do you do so at a high level so that your service is memorable? Or do you provide a service that is unforgettable?

Unlike the bottle of wine, providing unforgettable service may not cost you much more than a memorable service. However, the benefits to you could be huge because of your customer s strong positive reaction, which will be remembered forever.


Copyright 2003 Steve Straus. All rights reserved.