In an Entrepreneur article titled “10 Stories of Unforgettable Customer Service”  author Gregory Ciotti highlights ten unique examples of how exceptional customer service goes a long way. The actions of these businesses provide us with insight into how companies can ensure they keep their customers for life. The story below highlights Jimyz Automotive and the importance of the “small stuff” a company can do to earn a new customer, possibly for life.

Story #4: Jim Shukys’ Auto Sweats the Small Stuff

“Many of the memorable stories that we’ve covered so far focus on a company’s stellar response to an usual situation … but what about those day-to-day service stories?

Superb service is not limited to out of the ordinary circumstances. It can be incorporated into the very fabric of your business, showing up in even the most common of instances.

That’s why we love this next story shared by a customer in Streetsboro, Ohio.

The story was posted on Reddit under the appropriately titled topic of ‘I have never in my life seen this level of customer service’ and included this genuine, thoughtful thank-you note.

But the best part of this tale is that despite the fact that this image was shared on the internet, random commenters starting pointing out that they knew exactly which business this was:

‘I used to live in Streetsboro and I know exactly who that is. He’s a good man, stay with him!’

Now that’s the definition of memorable service! The praise continued with noncustomers, too, with one commenter saying,

‘It’s little things like this that earn business. If I got this card I would never use another mechanic in my life.’



Sometimes, it’s the little things that count. How long does it take to hand write a Thank You note, and what is the cost involved?  Pretty much next to nothing.  Yet it is the very smallest of details that people remember (whether good or bad), and keeps them coming back (or trying a new business).  The fact that many of the locals knew it was this business that treated their customers in a special way said it was not a one off situation, but a mindset and attitude of superior service.

Paul Rutter is a customer loyalty, repeat business and customer service expert, a keynote speaker, corporate trainer and business author. He has had the unique opportunity to live with his customers and co-workers for months at a time traveling the world, and shares his experiences with land based businesses. For more information on More Than Perfect® Service, contact Paul at, follow him on Twitter on @RealPaulRutter or visit him on Facebook/PaulRutterSpeaks.

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