I was fortunate enough yesterday to get my second Covid-19 vaccine. It was a giant relief, one that more than compensated for 24 hours of arm soreness. It was the peace of mind that, despite vaccine shortage or administrative challenges, I am now protected—at least 95 percent. The feeling of anxiety-reduction was significantly different than I felt after the first vaccine. Your customers are no different.

Customers can view excellent service as an exception, a fluke, or an accident. Someone had a great day, the stars were properly aligned, or the stock market was up. We can make up all manner of reasons for that notable incident of excellent customer service.

But the next time excellent service happens—the second shot—customers have to rethink their assumption of it being a mere accident. Now, it is the start of a pattern. A solid repeated pattern makes a brand. It is why consistency is so vital to a company’s reputation.

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