On Tuesday, I found out from my dentist that it’s likely to be a fortnight before I get even a temporary fix for my missing front tooth.  “I’ll try and speed things up though, so ring tomorrow and see what date I’ve been given by the lab.”

I rang.   There was no news yet.  I was expecting to be told to call back, but instead the receptionist said: “I’ll check the lab again on Monday, they should have a date then.  Then I’ll call you to get you booked in as soon as you can.”

It doesn’t take much to engender loyalty in your clients.  Make a promise, then generously exceed it.

Generosity isn’t expensive, mostly, it’s just remembering to be human.