There are some restaurant experiences we have all shared. The waiter tells you the daily specials, but omits the prices. Like the shrimp special that turns out to be ten dollars more than most of the listed entrees. (Forget about the problem of remembering what the first special was by the time the waiter gets to the fourth.)
Or, more subtly, when you order a salad, the server asks if you would like feta cheese with it. Now, here you probably assume that there is an additional cost, but you are not sure. And again, it is rarely pointed out.
One step in the right direction is what California Pizza kitchen does at their restaurants. Extras, such as avocado are listed, with prices, on the menu. So that even if the waiter doesn’t mention the cost, you have been made aware of the additional charge if you’ve looked at the menu before ordering. (On their website, they fall short. Order the Thai Crunch Salad, and the only mention at the end, after the description, is, add fresh avocado. Is there an extra cost? Not sure, because if you order the CPK Cobb Salad it tells you that fresh beets added upon request.
None of this is perhaps a big deal. But it is the total of all these small things that make a difference to the dining experience. The reservation person, the host desk, the waiter’s attitude, the unexpected costs, even the pace of the service.
And that’s my point to you. Whatever you are doing, do you get the details right? And are you transparent? Do you go out of your way to explain, in advance, the costs and timing associated with the customer’s purchase? Do you tell them you will be out of the office next Tuesday? That the Phufkel is way backordered? That a new model is coming out, and they really should wait.
Small details that make up the emotional experience will be remembered long after your customer has forgotten the main event.