My husband and I were out for dinner the other night.  The kitchen was extremely slow, but the waiter, was awesome.  He seemed to know, almost instinctively when to pop by, explain the delay, refill a glass and leave us alone.  The food was worth the wait, but it was the service that made the evening. Sometimes all it takes is a smile or a pleasant greeting to win a customer.

In a recent blog post Seth Godin advances a very simple concept : The little things, a smile or empathetic response to a problem may be all that is required to diffuse a tense situation, or win a customer for life.

With all the money you spend on marketing to bring customers in the door are you spending enough to keep them happy once they arrive?