As I think back on my own customer experiences - the ones that stand out in a good way - the thing that made each of those experiences memorable were often little things that had nothing to do with the core service I was buying.
When I went to Boston's Logan Airport, I was buying the flight. But the thing I remembered, liked, and told other people about, were the electrical outlets at every seat.
When I went into the men's restroom at Baltimore Washington International Airport, I was there for, well, the restroom. But the thing stood out in my mind was the vase of fresh flowers on the sink counter.
When I walked into the Enterprise Car Rental facitiity in Raleigh, North Carolina, I was there to pick up a mid-size automobile. But what I remember most - and it was over six years ago - was the agent coming out from behind the counter, to hand me a bottle of cold water on that hot and humid afternoon.
If you want to be remarkable, be remembered, and generate positive word-of-mouth, think outside the service. Sure, you still have to be spot-on in delivering your service - that's expected. But it's the little things you do - the things that customers were not expeting; those small, simple pleasures that get customers talking.
If you want to be remarkable, think outside your core service.