It’s always the little things, that make experiences unforgettable.

We’ve been to a wedding one weekend. After the ceremony, everyone were invited for dinner in a very nice place with amazing view – Hotel Koldingfjord. The new-weds have rented a spacious building for the get-together which was on top of the hill and only accessible by stairs. Most of the guests were young and strong and could climb them themselves, but not the 90-year-old grandpa. Here came a waitress and offered a ride up in a golf cart. The cart was then left parked near the house. And later, when our two year old son had climbed in to check the amazing car, the waitress came again and offered a ride. Our son’s face was simply shining with happiness.

The first incident shows how the hotel takes care of all their market segments. The elderly probably don’t stand on most luxury places’ important client list. But if you rent venues for such events like weddings, you need to take into consideration that the groom or the bride will want to see their beloved grandparents as guests. And have to foresee what kind of needs this segment might have, and how to address them. It’s kind of ‘extended circles’ of your market segment – your market’s market, your delivery chain. The waitress was prepared – she was waiting for us, she approached us, she was in control of the situation. It’s the pre-care of the customer, to be ready to meet their needs. Did they know about the elderly guest who would be needing assistance and were prepared accordingly, or did they draw upon their past experiences with family get-togethers and were prepared accordingly? It does not matter as long as customers are satisfied. If we would have had to go and find a solution ourselves, it would not have been such a pleasant experience. The lesson: be careful when you define your markets.

The second incident falls into category ‘more than you expect’. Nothing would have happened if the child wouldn’t have gotten a ride – but it was definitely a very nice experience to him. It was not caring for the customer’s needs like in the first example, it was caring for the customer’s dreams. It’s quite easy to see what a little child dreams of. With grown-ups it’s much more complicated. But you can draw on common sense: offer to call a taxi for people leaving a party, a small gift for romantic couple, a book and a toy for a child on a plane (SAS), a free bun for a child in a supermarket (nearly every bigger supermarket in Denmark is doing this)… I like how quickly I went from grown ups to children. Serving children is easy, and by serving them, you will also be serving their parents. The lesson: if you can make someone’s dream come true, do it.

Remember: it’s always the little things.