Written by LiveLink
August 22nd 2025

The Story People Tell When You’re Not in the Room

We all know that customers talk about businesses. The only real question is: what are they saying?

Because long after the transaction is over, the memory of how you made them feel lives on. In conversations with friends, in reviews online, and in those off-hand comments people make at the school gates or down the pub.

That’s the real test of your customer service: not what happens in the moment, but the story people carry away with them.

Why Stories Matter More Than Stars

We live in a review-driven world. Five stars here, a glowing testimonial there. Nice to have, of course.

But people don’t really sit around their dinner table reading TripAdvisor reviews to one another. They tell stories.

• “I ordered a sofa and when it arrived, the delivery driver helped me move the old one into the garage, didn’t have to, but he did.”

• “The café had run out of almond croissants, so they popped across to the bakery next door and got me one anyway.”

• “My physio remembered my dog’s name from three months ago. My husband doesn’t even do that.”

Stories are memorable. They’re retold. And they say far more about your business than a star rating ever could.

Creating Story-Worthy Moments

The good news is you don’t need deep pockets or fancy gimmicks. What you need are tiny, thoughtful moments that give people something to share.

Do the Unexpected

We all know what “average” service looks like. Doing slightly more than average is enough to make you stand out.

• A clothes shop that slips a handwritten thank-you card into the bag.

• A plumber who leaves the sink cleaner than they found it.

• A clinic that offers a blanket if someone looks chilly in the waiting room.

The unexpected doesn’t have to be dramatic. It just has to be better than people were braced for.

Remember the Human Bits

Details matter. Especially the ones that make people feel like you see them as more than a wallet with legs.

• Use their name. Properly. (And if you can’t pronounce it, ask rather than guess.)

• Remember something small about them. Their favourite coffee, their child’s exam, their holiday plans.

• Follow up with genuine interest. “How did it go?” is worth more than a discount voucher.

Make Life Easier, Not Harder

One of the best stories a customer can tell about you is: “They just made it easy.”

That could mean:

• Clear directions, so they didn’t get lost.

• Online booking that actually works on a mobile phone.

• A receptionist who sorted the paperwork without being asked.

Ease is one of the most under-rated forms of customer service. And it’s story-worthy, because unfortunately it’s still rare.

Build Delight Into the Mundane

People expect efficiency. What they don’t expect is a little sprinkle of delight.

A dry cleaner once returned my coat with a packet of tissues in the pocket — “just in case.” Totally unnecessary. Completely unforgettable.

You can build that into your own business. Think:

• A café slipping a chocolate coin into the takeaway bag.

• A garage leaving a tiny air freshener hanging from the rear-view mirror.

• A coach sending a “good luck” text before your big presentation.

Stories Spread Further Than You Think

A good story doesn’t just stay with one customer. It spreads.

• They tell their friends.

• They post it online.

• They recommend you when someone asks, “Do you know a good…?”

And here’s the best part: these stories are sticky marketing. You don’t pay for them. You don’t control them. But you benefit from them, often for years.

A story about a little extra kindness is infinitely more powerful than any advert you could write about yourself.

The Flip Side: The Wrong Kind of Story

Of course, people also tell stories when things go wrong.

• “They made me fill out a six-page form for a routine appointment.”

• “I rang three times and no one ever called me back.”

• “They charged me £4 for oat milk, like it was liquid gold.”

And here’s the painful truth- bad stories spread faster. They make people feel indignant, even righteous. Sharing them feels like a public service.

So it’s worth asking: what’s the worst story a customer might be telling about your business right now? And how can you stop that story in its tracks?

How to Encourage the Right Stories

You can’t script what customers say, but you can create the conditions that make great stories more likely.

1. Empower your team.
   Give them permission to solve problems on the spot, even if it means bending a rule or giving away a small freebie.

2. Notice the little things.
   If someone looks lost, cold, stressed, or confused, help them before they ask.

3. Celebrate when it happens.
   If a staff member does something story-worthy, share it internally. Make it part of your culture.

4. Ask yourself daily:
   “What’s the story people will tell about today’s interaction?”

A Tale of Two Deliveries

Let me give you a real-world example.

Two weeks ago, I had two deliveries on the same day.

Delivery A:

• Arrived late.

• Driver barely spoke.

• Parcel was shoved onto the step like a sack of potatoes.
  Story told: “Useless courier, hope I never get them again.”

Delivery B:

• Driver texted to say he was ten minutes away.

• Carried the box inside (it was heavy).

• Said, “Have a brilliant day, enjoy unboxing this, it looks exciting!”
  Story told: “Lovely chap from DPD, restored my faith in deliveries.”

Both took the same amount of time. Only one left me smiling and telling people about it.

Your Homework: Listen for the Stories

Here’s something practical:

• Ask a few of your best customers, “When you tell people about us, what do you say?”

• Listen carefully. That’s the story you’re really telling the world.

If it’s dull, add some delight.
If it’s grumpy, fix what’s going wrong.
If it’s brilliant, do more of that and make sure your team know why it matters.

The Bottom Line

Customer service isn’t just about getting it right in the moment. It’s about what sticks.

People remember feelings, not forms. They share stories, not statistics.

So the next time you interact with a customer, ask yourself:

👉 “What story will they tell when I’m not in the room?”

Because that story might travel further than you ever could and it will do more to build (or break) your reputation than any advert, loyalty card, or marketing campaign