A few weeks ago I wrote about my atrocious experience trying to purchase bourbon from the Sedona location of Vom Fass and how I felt judged for either my age or my perceived lack of wealth as three store employees ignored me.

I wanted to update on this as well as share a little something about customer service.

The other week I went into a national chain Total Wine to purchase some scotch for my father for Father’s Day. Not a big scotch drinker myself, I knew roughly how to explain his tastes – but not accurately.

The store employee in Tucson began with showing me some similar scotch bottles compared to what I described. He accurately detailed each one and what made it unique.

I was noticeably still nervous about picking the wrong scotch or not communicating what my father likes in the best manner. So this employee went above and beyond what he needed to do. He could have stopped right there. He gave a few suggestions and if I chose not to buy – so be it. It does not equal any more or any less money in his pocket.

But he didn’t stop there. He went to the back and grabbed a few sample bottles that he was describing and he made sure I tasted each one to ensure that I was making the right selection for the Father’s Day Gift.

It was the kind of attention you would expect from a smaller store like Vom Fass; yet delivered through an employee who CHOSE to be outstanding at a national store like Total Wine.

As a result I see myself returning for future business there. Pardon the pun – but Vom Fass left a terrible emotional aftertaste while Total Wine left a pleasing aftertaste.

The question we ask ourselves is… how do our interactions with our clients impact them? What is the emotional aftertaste of our brand?

James Patrick
IG @jpatrickphoto