If you go to your favorite coffee shop every morning to order your usual small Caffè latte with soy milk, the baristas will eventually, sooner or later, say, "Good morning Mr. Smith, will you be having a small Caffè latte today?"

Whatever establishment you frequent...either it be a hair salon, small grocery store or barber, your face and name will eventually be etched into their memories, and hopefully you'll receive genuine customer engagement.

As for me, my face and name is becoming well known at Virginia Hospital Center. It's like I hold a "premier patient gold card" or something. Now, I am not complaining, but I rather be well known in places like Starbucks, Wholefoods or Panera Bread: "Good morning Mr. Harrington, would that be a small Caffè latte with soy milk?" has a more pleasant sound compared to hearing "You may feel some burning pain."

However, the benefits of being a recovering cancer patient, or better yet ... a "premier patient gold card" carrier ... is all the free hospital socks I get to take home ;-)

ajh