In order to run a successful business you need to learn that the small things make a big difference to customers but generally cost you very little. Many companies spend too much of their time ignoring or actively preventing the customer from gaining any small side benefit. Instead the focus on big things that they are under some impression I want.
My best made Wade learnt this lesson very quickly when took of the mobile phone shop we used to work in. He charges customers batteries for free. He sends customers to competitors if he doesn't have stock. He accepts returns when something goes wrong and fights with the supplier not the customer. His shop is orders of magnitude more successful than before he ran it.
The local Italian Deli where I get my morning coffee and lunch illustrated getting this right superbly. They have a loyalty thing in the form of a bit of card that gets stamped and when you hit 8 stamps you get a free coffee. Nothing new, nothing special. lots of companies do this.
The difference is when I got my free coffee this morning, I was asked if I wanted a large one. I get a regular every morning not a large. They know this as they see me every morning and now just ask if I wan't my regular (I love that). A large is about 50p more. It probably costs them about 5p more. But there where no rules, no small print of the "free drink is of regular size only" rubbish. No, for virtually no cost to them they got me as a customer for as long as I work in the area. Which could be up to another year. That's a lot of coffees.
It's easy to have happy customers. Which is why it never ceases to amaze me how much effort companies expend in trying to keep their customers unhappy.