Give 'Em The Pickle is about how Bob Farell, a restauranter who runs over 140 restaurants around United States, started to focus more on customer satisfaction after receiving a complain letter from a customer.
Around the time when Bob Farell opened his second restaurant, a regular customer wrote a letter to Bob, telling him about how he loves the burgers and ice creams of his restaurant and how they were the best in Seattle. He went on to tell Bob that he usually asks for an extra pickle and the staff had always given him one extra pickle for free. On a particular visit, he asked for an extra pickle as usual and the staff told him that it will be charged as a side dish at US$1.25. He was outraged and decided to have his meal somewhere else. He told Bob that he will not visit the restaurant anymore if that is the way they do their business.
Bob quickly did some service recovery but what I think is important is that he realised that many customers buy our products or use our services for some "value added service" that we give. From then on, the war cry of his restaurant chain became "Give 'em the pickle" and he has spoken to more than twenty thousand people regarding this story.
Give 'em the pickle is not just about giving customers pickles, it's about meeting customers' needs and exceeding their expectations, maintaining that special relationship that we have with our customers and as a result having continued business from our loyal customers.
Bob shares about four important factors about great customer service in any organisation - Service, Attitude, Consistency and Teamwork.