I often wonder why so many of the business owners and brand managers who approach us are so obsessed with the overall machine, without giving so much as a nod to the cogs that make it work. I’m not talking about employee recognition here (that’s another topic entirely) but rather, the less tangible qualities that impact the customer’s experience in doing business with you.

How many times have you avoided returning to a restaurant with a shoddy bathroom? And how wonderful is that free tea or cappuccino at your favourite spa?

In another analogy, building a successful business is in many ways like building a house. You start with a plan and an overall vision, but there are a million little things that need to be done (and done well) before you’re anywhere near having a habitable and stylish abode. So too in business must you “sweat the details” in order to achieve a big picture worth hanging on the wall.

The following list outlines just a few of those little things… specifically, the equally minute and influential details that may have passed your notice, but won’t go unnoticed by the customers who walk through your front door.

Your Store / Office / Restaurant / Physical Space

1. Clean Exterior with Clear, Visible Signage
2. Thoughtful Lighting (not too dark, not to bright, with focus in the right spots)
3. Neat, Clean Interior
4. A Pleasant Smell (clean, fresh, VERY subtle, appropriate)
5. Comfortable Seating
6. Up-To-Date and Well Maintained Decor
7. Appropriate Background Music (genre, type, and volume)
8. A Comfortable Temperature and Noise Level
9. Breathing Space (wide aisles, clean lines, elbow room)
10. Impeccable Bathrooms
This is a big little thing. Bathrooms need to be clean, functional, relaxing, not treated as storage or a decor afterthought… and for the love of god, don’t skimp on the toilet paper.

The People You Employ

11. Smiling and Friendly
12. Well Groomed (clean-shaven, minimal makeup… they should look like they care)
13. Clean
14. Knowledgeable
15. Well-Spoken
16. Involved
17. Attentive (they don’t just hear, they listen)
18. Committed (passion shows)
19. Appropriately Dressed (i.e., if you’re selling jewellery, jeans won’t cut it)
20. Nice Smelling (this means little to no perfume, with any halitosis kept in check)

Your Business Away from the Office

21. A Modern, Simple, Useful Website
22. Pleasant Surprises (little extras have minimal cost and big payoff)
23. Up-To-Date Materials (an old card with new address in pen doesn’t inspire confidence)
24. Clear Vision
25. Quality Papers (cover stock with gloss for your catalog, or that thicker business card)
26. Free Perks (works in the office too; free refreshments while waiting make a big impression)
27. Impeccable Writing (no spelling errors; appear knowledgeable, authoritative, positive)
28. Brevity (say more with fewer words)
29. Takeaways (something keep-worthy to take with them, and hand out for you)
30. Understand Your Customer (and more importantly, make sure they know it)

None of these should come as big shockers, but it’s surprising how many times things like lighting, smells and toilet paper are overlooked. Success in business is closely tied to success in life, and your customers will reward you for a consistently enjoyable brand experience that speaks to them, and makes them feel good about doing business with you.

Remember, a happy customer is often a return customer.