There’s a local Korean restaurant that always includes a handwritten postcard in their delivery. It’s just a little “thank you for ordering with us” type message. Nothing crazy.
I realised recently that I’m much more likely to order from them than from other similar restaurants. I asked myself: is it because of the postcard?
Rationally, I should choose to order from the restaurant with the best food for the price I’m willing to pay. But there is something about a company making a deliberate decision to humanise their experience. Taking the time to write a personalised note somehow gives their restaurant a personality.
Putting a bit of human warmth into our work, products, and services has an intangible impact on the people we serve. The consistency adds up over time and transforms into loyalty.