Tip 61: Do the right thing for your customers

Do what’s good for your customers, even if it isn’t the most financially sound business decision (this does not mean to do unprofitable things). Choose the healthier option or things that are better for your customers’ well-being, rather than taking the cheap way out.


  1. A while ago, I was out to eat with a friend at this delicioso Indian restaurant in Philadelphia. When the server brought out one of the small plates we ordered, he told us that the chicken was organic. That made me smile. I thought it was great that the restaurant served organic food, even when it wasn’t advertised as such. Better quality food is better for customers. As a result, I couldn’t get enough. I went back to that restaurant two additional times that week.
  2. What do you do when the medical device you wear nearly 24 hours a day, breaks down while you’re on vacation? That’s something Animas didn’t want their patients to have to find out. So they provided a loaner device for patients to carry with them on their vacations. Just in case of emergency. And they did it free of charge. The program isn’t cheap. But Animas feels it is the right thing to do for their customers.


  1. When planning your products and the level of service you would like to deliver to your customers, do your initial planning without price in the equation. You don’t want to talk yourself out of doing what’s right for your customers because you think it may be too expensive. Once you develop the plan for what you want to do, you can then explore options to do it in a cost effective way.
  2. Don’t be afraid to let your customers know what you are doing for them. Just make sure you do it in a way that informs them about your products and what makes you different from others.

Application for your business

  1. Write down the level of service you would like to deliver to your customers. Brainstorm two things that would be beneficial to your customers that you would like to begin implementing.
  2. Write down what resources you would need to implement the services you wrote down in the question above.

Previous tips

1-22. Section 1: Build a relationship with your customers (series)

23-48. Section 2: Make your customers’ lives better (series)

49. Treat everyone fairly

50. Play favorites (to your best customers)

51. Treat your customers like they are the most important customer in the world

52. Make your customers feel exclusive

53. Be thoughtful

54. Introduce a loyalty program

55. Give your customers an unexpected surprise

56. Bend the rules for your customers

57. Let your customers tell their story

58. Make your customers the star

59. Let your customers be a part of you

60. Let your customers in on your secrets