I have come to see the places in Singapore that I enjoy returning to on two distinct levels. The first is one of familiarity. For a wide range of reasons – convenience, comfort, enjoyment, and price come to mind – I go back to the establishment on a regular basis. It may not be in my top-five, but it is good enough to be on my frequent visit list. The second level has many of the same attributes but there is an addition X factor that changes everything.
When a location strikes the right balance of experience, consistency, and fit, the way I see and think of the place is very different. First, price is never “the” determinant factor. It may have influenced the decision to pass through enjoy to more, yet it was not the only or final factor. Second, there always seems to be a unique combination of quality, quantity, service, and fit that makes the experience memorable and special. When I experience this repeatedly, and especially consistently with repeat experience, loyalty always follows. The more the cycle is repeated, the deeper the loyalty becomes.
I was recently asked to describe the difference and the change in how I saw it. One answer is to repeat the psalmist’s description; when one “brought in the hungry and settled them there; they moved in – what a great place to live!” (Psalm 107.36) In their case and mine, the initial satisfaction gave way to happiness and loyalty.
When visitors asked where we should go to dinner, I responded with questions on cuisine preferences, openness, and how hungry they were. As I thought of the options that could fit, I realized there was an overwhelmingly obvious choice that was around the corner, Kanazawa.
As we struggled to walk several hours later, I knew that the meal was more than the food. It was all the intangibles! From the smile from the chef, prompt and courteous service, great food, interesting conversations going in all kinds of directions, and personalized attention, everything made it different and ultimately a very special evening.
