How one mistake by a store turned me into their loyal customer


I clearly remember 16th January, 2012. My brother in law had been promised by a local designer boutique that his suit will be ready by that afternoon. We approached the table, which divided the customer and the owner of the boutique, with confidence and were quickly met with an energetic young boy Kapil instead of the person who took our order the other day.
'I am here for the Suit.' My brother in law said.
Couple of minutes later Kapil returned from the alterations with a bad news "The suit is not ready". The marriage was that evening and we didn't have any plan B. We were about to start complaining when Kapil turned back, shouting, Will be right back.
Within three minutes he returned "They will do it right now and have the suit ready in 20 minutes. I promise.'
We reacted like any other customer would. We were touched, rather more than touched. The person had gone out of his way and gave us his personal guarantee of getting it done that we now felt a tinge of indebtedness towards him. While we waited, my brother in law and I started strolling in their store. The strolling took me towards a nice designer Nehru Jacket with a comparable price tag. Naturally the story ended with me buying that jacket and my brother in law ordering a new Pathani Kurta from the store.
In few seconds, that moment of Kapil running towards the alterations for five minutes created a sale of more that 10,000/-, not to mention all the praise that store got from us when we bragged about them in the marriage that evening.
But there is another important learning hidden in this incident. In this case there was a gross defect in the marketing process. The suit was not ready on time but still they profited more from this mistake than they would have profited from a perfect delivery. In this case the profit was upwards of 10,000 INR for a five minute response.
Why did this happen?
Because as a customer we all know that to err is human but what is important is that what the store and Kapil did after they faltered. The response decided what we, their customers, would have done next. 
So what do you do after you err?
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