Posted on January 23, 2025 by Danny Snow
There was a time when going the extra mile felt revolutionary. Businesses that exceeded expectations stood out in their industries. But today? The landscape has shifted.
Customer expectations have continually risen, and delivering excellent service alone won’t cut it anymore. If you want to win hearts and keep your customers coming back, you have to go WAY beyond the extra mile.
During my career, I've seen firsthand how businesses that refuse to settle for "good service" are the ones that thrive. They see opportunities to wow their customers, whereas others see the bare minimum. But how do they do this? How do we redefine what "extraordinary" means in customer service?
Think about your own experiences as a customer. Whether you’re grabbing a coffee, shopping online, or booking a vacation, your standards have evolved, haven’t they? Quick service and polite smiles are great when you receive them, but those are expected. We don’t tend to give companies points for doing things that are expected. Customers expect more than that which means more personalization, more purpose, and more thoughtfulness.
As technology has improved over the years, it’s only made these expectations rise. Tools like predictive algorithms, same-day delivery, and personalized ads have trained us to expect services tailored to our individual needs.
I remember when getting a personalized email from a company felt like a nice extra. Now it’s barely even noticeable. Unless you happen to receive an email addressed to “Valued Customer” or some other generic greeting. Those always stand out to me and not in a good way.
Customers today don’t just want personal service. They want proactive service. They want you to show that you already understand their needs and value their time. If you really want to make an impact, you’ve got to start anticipating what they’ll want before they even ask.
What does it really take to go WAY beyond what your competitors are doing? The short answer? Creativity, thoughtfulness, and tangible action. Here are a few approaches that can set your business apart:
Imagine walking up to one of your favorite quick-service restaurants and the team member behind the counter begins prepping your usual order before you even make it inside. I remember back in college, I ate at Subway regularly. I loved it (and still do) and when I find something I like, I tend to stick with it for years.
There were multiple Subway locations around Tallahassee (go Noles!) and I frequented all of them. It got to the point where I got to know the people working there and when they’d see me walking up, they’d begin preparing my usual order. I always loved that. It made me feel special and it’s a great feeling to know people remember you. I mean, who doesn’t want to be remembered?
When it comes to building a standout customer experience, personalization is a wonderful tool. It’s not just about remembering names (though that’s always a nice touch) or sending the occasional thank-you note. Personalization signals to your customers that they’re more than just a transaction to you. It shows them they matter.
A customer who feels their preferences and needs are genuinely accounted for is far more likely to stick with you in the long run. Now it moves from a transaction to a partnership. If customers know that you actually care about their experience as opposed to just processing them through your organization, now you’ve achieved a real differentiator in a very competitive marketplace.
A dinner at your favorite restaurant becomes unforgettable when the lighting, sound, and decor perfectly match a unique theme, and the staff seems genuinely thrilled to be part of it.
The single greatest dining experience I’ve ever had was at Chatham’s here in Orlando. And as I reflect back on that night, it had little to do with the food. Don’t get me wrong, the food was amazing (and for the prices, it has to be). But it was the experience the team provided that gave my family an unforgettable night.
From the warm greeting as we walked through the door, to the impeccable timing on refills, the perfect recommendations, and the storytelling and interaction with the server throughout the night delighted us for hours. We truly felt like family by the time the night was over.
One small touch that cost them almost nothing but showed their attention to detail was the small stand next to the ladies where they could set their purses. This way it didn’t have to be on the table, or hanging off the back of the chair or underneath the table. My wife, as well as my mom, absolutely loved that detail.
Look for ways to go beyond just offering a product or service. When done right, immersive experiences aren’t just about customer service, they’re about creating unforgettable stories your customers will live, share, and treasure.
Want to know what businesses that overdeliver have in common? They trust their employees to do the right thing for the customer. For example, Ritz-Carlton’s teams are empowered to spend up to $2,000 any time they see an opportunity to “wow” a guest.
Disney cast members will replace a dropped ice cream or pretzel (this happened the last time I visited Hollywood Studios) at no extra charge and without needing any approval.
Empowered employees are more motivated, engaged, and resourceful. They’re not only more likely to go above and beyond but also able to provide authentic, thoughtful customer interactions. This sense of purpose helps to improve job satisfaction while at the same time reducing turnover. An empowered workforce tends to be a loyal workforce, and a loyal workforce creates loyal customers.
You don’t have to be Disney to redefine customer expectations. Start small, but start meaningfully. Here are practical ways to implement extraordinary service in your business:
Here’s the truth, customers remember how you make them feel. Delivering just the basics won’t inspire return visits, referrals, or glowing reviews. But those moments where they feel cared for, valued, and delighted? That’s where loyalty lives.
Businesses that continuously innovate their service experiences don’t just meet future needs; they create an emotional connection that competitors can’t imitate. That doesn’t just lead to repeat customers; it converts them into vocal advocates for your brand.
“The extra mile” worked wonders in customer service years ago. But as our world continues to change, we have to continue to improve if we are going to stay competitive.
Take a moment to think about what your business could achieve if every team member asked themselves, “What else can I do to make this experience unforgettable?”
That’s the difference between meeting expectations and being extraordinary. Are you ready to go WAY beyond?
At Snow & Associates, we specialize in guiding organizations to elevate their customer service standards, helping teams craft experiences that not only meet but exceed customer expectations, fostering loyalty and satisfaction. If you’re ready to embark on a transformative customer service journey, we’re here to help you every step of the way. You can reach out to us anytime at https://snowassociates.com/contact.
If you’d like to read more articles by Danny Snow, be sure to check out the following;
What are the Key Qualities of Good Customer Service? - https://snowassociates.com/blog/what-are-the-key-qualities-of-good-customer-service
How To Have Fun At Work: Practical Tips For A Happier Workplace –
https://snowassociates.com/blog/how-to-have-fun-at-work-practical-tips-for-a-happier-workplace