Are you familiar with the saying ‘rules were meant to be broken’? When dealing with customers, this is particularly pertinent. While procedures are important for protecting your profits and business interests, you should also factor in flexibility.

Recently, one of my children was being taken to his sport lesson by his grandparents. I realised that fees were due that day and knew that this business is quite strict about fees being paid on time (which is a reasonable expectation). But because I was not going to be there to pay, had no cash and didn’t want his grandparents to pay, I called them to ask if I could pay next week. They said ‘no, fees must be paid on the due date’. I explained the situation and that we had been attending the centre for 8 years, but there was no compromise. In the words of the receptionist, ‘if we make an exception for you, we have to make it for everyone’.

But that is where I disagree with her. There are a few reasons when exceptions can be made and rules can be broken, including:

• To reward loyalty
• Where it is clearly a ‘once off’ or emergency situation
• To foster and encourage future business

Rigidly sticking to ‘the rule book’ gives your customers the impression that you don’t care about their interests. There will always be people who will be dishonest or try to ‘work the system’, but the vast majority of your customers, will be grateful when you grant their request for flexibility and won’t take advantage of your generosity. Instead, they will reward you with loyalty and great word of mouth referrals.

Michelle Grice writes a weekly column for business women in The Western Weekender

Most of us rave to everyone in ear shot when we receive exceptional service from a business. I recently dined at a restaurant that exemplified this and not only am I extremely keen to go there again, but I’m also telling all my friends about it! So what did they do that was so exceptional? - Attention to customers was balanced (always available but not hovering or checking in every 2 mins) - Appealed to my senses (instead of a dessert menu, they brought out a tray of amazing desserts to choose from – how can you resist that?!) - Showed passion and knowledge about the food - Always polite and helpful Really none of those things SHOULD be exceptional. In my opinion they should be the norm. But so many businesses don’t hold customers in such high esteem – when really, where would a business be without them? I challenge you to think about ways you can “be the exception”. Find ways to treat your customers like gold. It’s generally the “little things” (like sending a thank you card or a personal letter) that cost you very little in time and energy, but go a long way to being exceptional in the eyes of your customers. Aim for excellence with every customer. Not only will you create customers for life, you’ll also reap the benefits of word of mouth that spreads like wild fire! In the words of Aristotle, “We are what we repeatedly do. Excellence then, is not an act, but a habit.”

Michelle Grice writes a weekly column for business women in The Western Weekender