Fight! Fight! And who'll put Humpty together again?

The band pulsated, almost drowning out the happy chatter. Just beyond me a rude expletive was barked angrily. Uh-oh! Trouble!

Their companions attempted to cool the scene by separating them - but angry men just want to lose it, not cool it. Yes, including companions who wanted to flex their muscles and get in on the action too. Not too uncommon a scene is it? You've seen it before?

But it was the reactions around that spoke volumes about the brand personality of this retail outlet. The owner got into the thick of it - and was sworn at royally, of course - while his non-retail staff and family members also stepped in to minimize the disruption and re-establish harmony. What struck me were the caring attitudes of the owner and his people, and the caring comments even strangers were making "We're not going to allow anything to spoil this" "Move away, don't get hurt". To keep the men apart friends became body shields. The owner kept very calm, personally trying to identify what had happened, made quick decisions and worked to placate the hot tempers. Staff meanwhile kept serving hors d'oevres and drinks. It worked, and very quickly things were back to normal. Or so we thought.

Over the speakers "If you want to fight take it outside guys!" Uh-oh! Not again in another location? Uh-huh, yes again. This time the teamwork that spontaneously sprung into action was extremely impressive as distance was put between the angry ones and they were allowed to vent verbal 'expressions' on the peace-makers close to them. Others spread out through the room at strategic places to keep an eye out to be alert to further eruptions, while yet others distracted the attention of the crowd to re-focus on doing what they came for - to have trouble-free fun! All of it was done spontaneously, from a common purpose to keep the night as happy an occasion as possible. Woo hoo! Teamwork at its best!

Not quite the routine that nightspots employ when fights erupt, is it? BUT I know this was not a one-off. There had been other similar instances too at this outlet. Friends had become ill, abandoned by their companions (some 'friends' huh?) and had been cared for by the owner and staff regardless of how late it was or how tired they were. I feel safe patronizing this place. Would you too?

Service touch points are how customers link their emotions with your brand and decide whether to come back for more to give you repeat business. A useful exercise is to chart out these points in YOUR business, and derive action plans to beat your competition. Want some help with it? Just call me at 6-03-21697704!

BRING ME THE BRAND, I'LL INCREASE ITS PROFITS!