Archive for December, 2010

The Dog Biscuit Miracle

Posted on December 6, 2010. Filed under: Customer Experience, Practical Branding, Stories | Tags: , , |

The following article is from David Bond, the creator of The Wallace Street Journal. It’s a great testament that a stellar customer experience can be delivered in even the most unexpected circumstances. Read on…and thanks, David, for allowing me to share this!

Wallace, Idaho – To those in search of miracles, I give you this:

Without fail, every morning, give or take 5 minutes depending on the weather, at 0530 our newspaper appears on the front porch. Not in the weeds or the snow. On the front porch, right by the door, so a be-slippered old geezer can reach out for it without embarrassing his neighbours or getting frostbite on his toes, even in the dark.

The impeccable and predictable timing would be enough to remark upon. Except that, winter or summer, tucked into the newspaper is a dog biscuit. Whoever throws the paper on our porch has never met Chase, our dog, because he is inside the house at this dark hour. But Robert has heard a grump or a woof and figures somebody inside would like a treat.

Comes out of his own pocket, this newspaper-carrier’s milk bone. Now, milk bones are not the most expensive of things, unless you buy them 365 days a year for the hundreds of dogs who live along his route. And I know that our paper-guy does this, because at 3:30 a.m., throwing papers way up in Mullan, he is doing the same thing for the dog-people there. I have witnesses.

Now, come to find out, this individual lives in Smelterville. Smelterville is 30 miles west of Mullan. So in the damned cold and dark (winter or summer, take your pick) he departs the comfort of his feathers, picks up his newspapers in Kellogg, and by 0300 is in Mullan, throwing the day’s news and doggie goodies, and by 0530 or so is tossing the newspaper and the milk bone onto our front porch. This round-trip is about the distance between Seattle and Olympia.

And to top all of that, a couple of days ago, he dropped a Christmas card into the mix, strapped into the same rubber band as the newspaper and the milk bone. It was there on the front porch, at 0 Dark 30. The return address was, simply: The Newspaper Guy. Chase ate the milk bone and spared the card. Who says dogs are unsentimental?

I’ve caught the newspaper guy two or three times on the front porch, his beater breathing exhaust, thanked him for the good work he does every day. He respects my thanks, but he has a route to deliver, he is on his way. By looks he is an old hippie, like me, like most of my orbit. Just doing what he needs to do, except with a flair. I wonder, was he growing pot in California in 1965, or maybe just bugging out of the orange smoke at LZ Crystal on the last Huey before Charlie shot guys out from under him. Maybe, like me during those turbulent times, he was just passing through. I don’t know and I don’t care. Sacrifice is sacrifice and redemption is redemption. We all muddle through.

What I do know is that a guy gets up in the misery of the night, and goes beyond the minimum. He makes Chase, our dog, happy. And once a year thanks me for his business with a Christmas card.

If there is an America to be saved, it will not be trillions to U.S. and foreign banks. It will not be the Fed. It will not be a hideously powerful military steaming through the Straits of Formosa into the maw of an Exocet missile. Salvation will come from a guy waking up 20 miles to my West in the middle of the night, driving 30 miles to his east in a blizzard and, in addition to doing his job, caring about my dog. Without complaint, and with a great deal of grace.

Visit David’s website at silverminers.com

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