I visited a jewelry store this week in search of a replacement chain for a necklace. The owner was wonderful. She quickly put my pendant on a series of chains and put them on me so I could see how each looked. She offered a range of options in both style and price, and was incredibly effective in reacting to my cues but also using her aesthetic sense. Before I knew it, I was wearing the perfect combination.

That is great customer service and great service creates loyalty.

But wait! There’s more! When I asked the price of the winning chain, she read the tiny tag at the back of my neck. I said yes and told her I would wear the necklace home. She clipped off the tag and then realized she had read it wrong. The correct price was higher. She insisted on honoring her original reading despite my protests. The difference meant more to her than to me. Yet, she did a smart thing. Because now I owe her.

My entire experience was quick and pleasant. My purchase was perfect. And on top of that, I owe her in a little way that I will not forget. I have every reason to return.