I want to share story I read about incredible service and what really matters. The story as I read in HBR Blog Network goes like this: „Brandon Cook, from Wilton, New Hampshire, was visiting his grandmother in the hospital. Terribly ill with cancer, she complained to her grandson that she desperately wanted a bowl of soup, and that the hospital's soup was inedible (she used saltier language). If only she could get a bowl of her favorite clam chowder from Panera Bread! Trouble was, Panera only sells clam chowder on Friday. So Brandon called the nearby Panera and talked to store manager Suzanne Fortier. Not only did Sue make clam chowder specially for Brandon's grandmother, she included a box of cookies as a gift from the staff. “
It was a small act of kindness (enchantment) not a try to activate marketing campaign. She used enchantment which is more important than just quality, price, marketing strategy or something else. But what happened was more than that. Brandon told his story on his Facebook and Brandon s mum said story on Panera Fan Page. A post generated more than 500 000 „Likes“and 22 000 „Comments“. Panera so far received something that no marketing could do- a genuine sense of affiliation and appreciation from customer around the world. It doesn’t matter that we live in modern world where computers, internet are spreading rapidly, what stands out are act of compassion and connection that remind us what it means to be human. I am sure that this is a lesson that no University can offer. What do you do to enchant others?
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