Many businesses claim to go the extra mile—but what does that really mean?
How often have you heard someone say—or said yourself—“It’s important that the customer gets that little extra”? Chances are, it’s been more than once. Perhaps so often that it’s become a cliché, right up there with “Customer first.” But even if the phrase may sound worn, there’s still truth in it: that little extra can be the difference between an average customer experience and an unforgettable one.
Why Does “That Little Extra” Actually Work?
Because it surprises us. When we receive something unexpected, the brain’s reward system is activated—especially dopamine, which is linked to pleasure and motivation. Research in psychology shows that small, unexpected positive experiences can have a bigger emotional impact than large, predictable gestures. This is known as The Delight Factor, a core part of what’s referred to as Customer Delight in customer experience research.
Another relevant theory is The Reciprocity Principle, developed by social psychologist Robert Cialdini. It suggests that when someone does something nice for us, we feel compelled to return the favor. A small gesture—like a piece of chocolate on the hotel pillow or a bottle of water at your restaurant table—can trigger this sense of reciprocity, boosting customer loyalty.
Small details also make us feel seen and valued, connecting to Maslow’s hierarchy of needs, where belonging and recognition are core human drivers. When a customer senses that extra thought has gone into their experience, it reinforces the feeling of being important and unique.
Extraordinary experiences are rarely about grand gestures. They’re usually made of small, thoughtful touches that show care—and this is what creates emotional bonds between customers and businesses.
What Exactly Is “That Little Extra”?
It doesn’t have to be expensive. It’s about giving something unexpected—something that brings joy to the customer and shows genuine care. It can be:
- A chocolate on the hotel pillow – a small, memorable gesture that makes the stay feel special.
- A free breakfast, even though it wasn’t included – an unexpected treat that gives the customer a positive start to the day.
- A bus driver who drops off an elderly woman closer to home than the actual stop – a simple act of kindness that shows humanity.
- Thoughtful wrapping that makes a product feel like a gift. Around the holidays, for instance, many stores offer gift wrapping. One way to stand out could be adding a name tag, so the customer doesn’t have to figure out which gift is which when they get home.
- Extra service: a workshop that washes your car after a service at no extra charge, a hairdresser who gives a complimentary scalp massage before the haircut starts, or an airport café that offers free coffee refills. Airport coffee is often expensive, and a refill costs little—most customers are just passing through anyway.
These small things create memories and emotional connections between customer and business. Psychologically, it’s about the power of surprise, which triggers the brain’s reward system, and perceived care, which builds trust and loyalty. When customers experience something unexpectedly positive, it strengthens the feeling of being appreciated—an emotion that often lasts longer than the gesture itself.den opplever at noe uventet og positivt skjer, forsterkes følelsen av å bli verdsatt – en følelse som ofte varer lenger enn selve gesten.
When “That Little Extra” Feels Random
Many companies say they offer that little extra—but what do they actually mean by it? For some, it’s discounts, a free product, or maybe a complimentary coffee. The problem arises when these gestures lack intention or strategy. In those cases, the gesture may go unnoticed, or worse—feel inconsistent. If the customer doesn’t experience the same treatment next time, the effect is lost.
“That little extra” should be deliberate and delivered consistently. When it’s part of the company’s culture and operational standards, it creates sustainable value. Satisfied customers are more loyal, more likely to recommend your brand, and contribute to profitability. A win-win for customers, employees, and business owners alike.
A Taste of Greece
The first time I truly noticed “that little extra” was on a paragliding trip to Greece in 2012. I visited Drama, a small town in the north of the country, near the Bulgarian border. This wasn’t a typical tourist destination—perfect for paragliders like us.
Every time we sat down at a café or restaurant, the same thing happened: the waiter would bring water and something salty, completely free of charge. A small bowl of chips, salted carrots, or something equally simple. It wasn’t a grand gesture, but it left a lasting impression.
A few years later, I experienced the same thing at a café in Tromsø, run by a woman from Hungary. There too, it was natural to place a bottle of water on the table as soon as you arrived. It was such a small thing, yet felt so big—especially in a country where you’re often expected to pay for water.
Presentation as Experience
My understanding of “that little extra” deepened further when I visited China. There, I was struck by how much soul they put into packaging—even for the simplest products. For them, that little extra wasn’t always in the product itself, but in how it was presented.
A gift box could be elaborately decorated, with intricate details and materials that almost felt too precious to throw away. It made even the most everyday item feel like a treasure.
Of course, we have to view this in light of today’s focus on sustainability. Excessive packaging is no longer the answer—but that doesn’t mean we should ignore the power of good presentation. Apple has long mastered this: from the moment you open a new iPhone or MacBook, it feels like you’re unboxing something truly special. Every detail—from the choice of materials to how the lid lifts—is carefully considered.
It may not cost much more to design a thoughtful box, but it creates a premium experience that customers notice—and remember. That little extra isn’t always in the product itself, but in the feeling you create around it.
How to Deliver “That Little Extra” – The Smart Way
Make it part of the culture:
Small, unexpected gestures shouldn’t be random—they should be woven into how your business operates. Train employees to understand the value of going the extra mile, and how small actions can create lasting connections with customers. When it becomes a natural part of your company culture, it also becomes easier to deliver consistently.
Be consistent:
Customers need to trust that they’ll receive the same great experience every time. Inconsistency creates confusion and weakens the overall impression. Standardize small actions that consistently offer extra attention, so they become an expected—but still appreciated—part of the experience.
Keep it simple:
The little extra doesn’t have to be costly. Often, it’s the thought and the element of surprise that makes the biggest impact. A warm smile, a personal detail, or something as simple as a free cup of coffee can make a real difference. Just be mindful that the gesture doesn’t become so expensive that it undermines sustainable operations.
Measure the impact:
Your customers often know best what they value. Use feedback systems or post-experience evaluations to learn what they noticed, and what stood out in a positive way. Use this insight to refine and improve the small gestures over time.
Think sustainably:
In a time of growing focus on the environment and social responsibility, it’s important that your “little extras” align with your company’s values. Choose actions that avoid unnecessary waste—like reusable or eco-friendly packaging—or services that create value without creating waste.
Small Gestures, Big Impact
In the end, “that little extra” is more than just a phrase. It’s a promise of care, a strategy for exceeding expectations, and an investment in customer loyalty. It’s about seeing customers as people—people who want to feel appreciated and who notice the details that make an experience personal and memorable.
So next time you ask yourself how to improve the customer experience, ask this:
What can I do to create an experience the customer will remember—and tell others about?
Because often, it’s not the big things that leave the deepest impressions, but the small details we didn’t even know we needed. Something as simple as a handwritten thank-you note included in an online order can show care and build a connection that goes far beyond the transaction itself.
These small touches remind us that we are more than just transactions—we are people who want to be seen, appreciated, and surprised in ways that make us feel special. That’s exactly why that little extra has such a big impact: it creates memories, builds bonds, and leaves a lasting positive impression.
What’s the best “little extra” you’ve ever received? Or maybe something you’ve done for a customer, colleague, or friend? Feel free to share your experience in the comments—maybe we’ll all be inspired to do something extra for someone today.
