IT’S NOT ABOUT THE MONEY. Doing a signature little extra in customer experience doesn’t have to cost anything.

Here are three examples:

1. BMW of Darien courtesy of Jack Sarsen:
“When I dropped my car off for service, I had to move 2 car seats to the loaner. Upon my return, a service guy, obviously recognizing the number on the car, walks out to the loaner as soon as I parked and told me to hold tight. Within a minute my car pulled up and two service guys helped me make the car seat switch with my small children in tow. Another walked out and handed me my paperwork and said, ‘Thank you, have a nice day.’”

2. Les Schwab Tires from G Cody QJ Goldberg:
“The service people jog to your car when you pull in to the service center.”

3. Four Seasons Hotels and Resorts from Stephanie Hadden:
“When you check-in, the front desk attendant will walk around to the front of the counter and hand you your key while using your name and anticipating your every need. This customer service costs them nothing extra but makes you feel like a million bucks.”

Takeaway: You don’t have to tap into big dollars to go the extra mile. Being quick, responsive, and alert while delivering a customer experience sends a signal and can make all the difference.