Remember that Seinfeld episode when George was charged a fee for not calling to cancel his doctor’s appointment? The reason: the doctor’s time is important and has “value”. If you can’t make your appointment it’s a loss of revenue for the doctor. Ok, that makes sense.

But doesn’t the customer’s time have value too?

As a service provider:

  • Do you value your customer’s time?
  • Do you arrive as scheduled or promised?
  • Do you provide your service when planned and as offered? If not, do you offer a refund or some other compensation?

A positive word of mouth recommendation is one of the best ways to generate new business. But think of the value you add when your customer can say you didn’t charge them for “this” or offered a discount for “that” because you failed to “deliver” as promised? Especially if you were late or had to cancel a scheduled appointment.

It’s immeasurable.

The average customer doesn’t ask for much. But they must feel their “business” provides as much as, and in truth – even more, value than what any other business offers to them. The customer is in the “driver’s seat”. If unhappy, their ultimate power is to take their money to the competition that values their business more than you do.

What’s Valuable to Your Customer?

Getting back to George, his time is valuable too. Sure, his personal time doesn’t generate money for him but time itself is valuable. We can never replace lost time nor get back what we lost when it’s wasted. Time wasted can be better spent with friends, family, or personal development. In the long run, maybe, time has the ultimate value above all others.


When you fail to meet the expectations of your customer, don’t just offer apologies, offer a real-world measurable item that has “value” to your customer.


Think of ways to remove extra steps that quicken the service you provide. These may have the greatest value of all. So, what’s valuable to your customer?


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