I do a lot of my clothes shopping at Talbots. I like their classic styles, well made clothes and robust website. However, one of the main reasons I am loyal doesn't have to do with any of these things. It has to do with someone I spoke to a number of years ago in their contact center.

For I had received a catalog in February filled with spring clothes. This particular winter had been endless, and it was fun looking at the promise of spring. I found a jacket I loved! But what was the point of ordering it, when snow was still on the ground? So I waited.

When I did finally go to the website to order it, the jacket was no longer available. Oh no! So I called Talbots' call center and spoke to someone. He confirmed they were indeed out of stock. But then he did something unexpected. "Let me go in our warehouse and see if there are any available there." Really? You're not going to simply tell me to go away? You're not going to tell me to read the 'out of stock' sign on your website? OK!

But alas. There were no jackets in the warehouse either. Instead of giving up, he then looked at the store inventory, and found the jacket I wanted at a store in Tennessee. He had them ship it to my house - at the sale price, with no shipping charges, since the store wasn't equipped to handle shipping. I received the jacket within two days.

Every time I wear the jacket I think about this individual who, when the answer was 'no' went above and beyond, and created a very loyal advocate for the firm. What's the experience your clients have when the answer is 'no'?