I was recently getting fast food for my children (don’t judge me), and the restaurant made a mistake with my daughter’s meal, usually not a big deal except we didn’t notice until we got home. So, being the great mother that I am (humble brag), I drove back and told them about their mistake. Here comes the annoying part. The woman behind the counter did not apologize, and quite frankly seemed annoyed. She took the “mistake” burger from the box and right in front of me, threw it in the trash. She then begrudgingly handed me the nuggets, again no apology. This person had an opportunity to delight me by simply apologizing and telling me to keep the “mistake” food item instead of wasting it, or even a smile would have been something. This is a place that you may not expect above and beyond service, and the point is still the same. It was a wasted opportunity.

 Often when we look at our ‘client’s journey” we focus on making...