I just ran down to the local sub shop to pick up lunch. In front of me was a very old man, ordering a sub. When it came time to pay, the man behind the counter said, “You know what, sir, this one is on us.” The man, who couldn’t even stand up completely straight, was very thankful and left smiling with his free sub.

What is the value of a customer to your organization? To the guy at Quiznos, he understood the value is sometimes far greater than the $5 sub. That guy is going to tell his family how nice those kids at Quiznos were. I’m certain the results will be positive. Hell, I just wrote about it giving them positive PR.

Are you counting the value of your customers in dollars and cents?