In short: when a customer complains, doing only what is required is the first mile, and the customer takes it for granted. Doing more than they expect is the second mile, and it often turns a complainer into someone who speaks well of you.
Where "the second mile" comes from
The phrase comes from the Bible: "If anyone forces you to go one mile, go with them two miles." Roman soldiers could order local people to carry their load for one mile. Someone who walks the one mile resentfully gains nothing; someone who offers a second mile may gain a friend.
Four steps when a customer complains
- Listen sincerely first: rushing to explain sounds like dodging responsibility.
- Calm the situation and ask what they want: an apology, or something practical?
- Promise a time to respond, and keep it: a missed promise hurts the customer a second time.
- Respond beyond expectations: do a little more than they asked for.
The first mile and the second
A diner says the dish is not fresh. The first mile replaces it. The second mile replaces it and waives the charge. The third waives the whole table's bill. The fourth adds a voucher for next time.
The extra miles cost something, but customers share a surprise like that with friends and family, and the goodwill is worth far more than the cost.
Traders and entrepreneurs
A trader thinks every transaction with every customer must make money. An entrepreneur asks whether customers are better off because the business exists.
Walk only the first mile and you cannot predict what a customer will do next. Walk the second, and complainers become supporters.
Adapted from Dave Tan's book How High Should Your Customer Retention Rate Be? (2014, in Chinese), updated for today. About the book
Author: Dr. Dave Tan, DBA — Founder of Vital Design, Doctor of Business Administration (DBA). A business consultant to salons and SMEs since 2003, and author of a book on salon management.
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