In the past I've written that you should find out what you do differently than your competition and exploit it. When I work with clients on what makes them different, we usually look at the big opportunities. However, sometimes it's not the big differentiators that make the difference. It's the small details.

For example, I recently had the privilege to have a business lunch at the Four Seasons Vail Resort in Colorado. This was really a treat, as the Four Seasons is one of the finer hotel chains in the world. The food and the service were fantastic. However, there were little details about the lunch that stood out and made the experience live up to the Four Seasons reputation. I want to share one of these details with you, as it is a very powerful customer experience lesson.

One of my business associates ordered iced tea. A few minutes later, the server brought over a small pitcher of iced tea. The server explained that the ice cubes in the tea were actually iced tea cubes — actually frozen iced tea. She said that was so the iced tea wouldn't taste watered down as the cubes melted.

So, what's the lesson? Frozen iced tea cubes were just one of the details that made the meal, the service and the experience exceptional. However, it was a detail that could have gone unnoticed, if not for the server's explanation. The point is, these types of details shouldn't go unnoticed. And, the only way to make sure they don't go unnoticed is to educate the customer.

What are some of the "little things" or details that you do that are special, that may be different or unique, and that your competition might not be doing? Is it a small detail or something bigger? Do your customers know about it? If not, educate them. Let them know about it. Exploit it.

One more thought on exploiting your details. Make sure the details matter. If the customer doesn't care, it doesn't matter how clever or unique your details are.