Virgin Mobile is stepping it up in the customer service department. This summer, some Virgin Mobile members may get an extra surprise with a special hand delivery for replacement phones.

Sir Richard Branson personally made one of the first deliveries in Toronto to unsuspecting Virgin Mobile Member Adam Morrison. “I don’t even know what to say right now. I can’t believe you guys did this!” said Morrison. “I got my new phone right away and Richard Branson is here. He’s the coolest delivery person ever - and I didn’t even have to tip him!”

“Virgin Mobile is taking the idea of service to a whole new level and delivering it right to our Members’ doorsteps… literally,” said Richard Branson, Chairman of the Virgin Group.

Feel challenged yet? Service-based companies should look to Virgin as a benchmark. Thinking outside the box is certainly his trademark, but there’s no reason companies can’t follow Branson’s lead.