Whenever I come to Switzerland, where I used to live for 10 years, there are a few places I make sure to visit.
One of them is this tiny little shoemaker’s workshop , which is somewhat hidden in a quiet village. This shoemaker is originally from Italy, he has learnt making and reparing shoes from his father.

I bring my favorite shoes that need some fixes or nip tucks. Why do I bother filling up my suitcase with old shoes and bring them around half the globe?

Because the moment I pick up my shoes, I always go ‘wow’.
He astonishes me. EVERY TIME.
Not only he mends the shoes perfectly, but also the finishing is just amazing. He did not only solve my problem – fixing shoes, but he cared about my problem – my old shoes. He could have merely replaced the worn heels, but he always went for extra as if he greatly cared about my shoes. He covered up little scratches, straightened bent leather parts and his attention to the detail is a sheer awe.

This teaches me something about customer experience.
It’s not about marketing. It’s the performance of individuals thriving to deliver the very best – that astonishes customers. Result of this excellence is loyal fans like me – remembering him even half the globe away and coming back to him.

Don’t just satisfy your customers.
Your brand is your performance.
Astonish them.

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