Like a constellation of praise, the little stars that represent restaurant and hotel ratings tell us we’re looking at something special. We do the same in business, from dry cleaners to daycare, choosing companies because their reputation for value spells excellent service.

But in these super-charged, 24/7 information-overload times, more often it’s the personal experience rather than the professional review that tells us what’s worth our money. I was recently planning a birthday dinner for a friend, talking to a colleague over coffee about her new restaurant, when a young man at the next table leaned over and said, “Don’t go there! The food is overcooked or too cold. The staff ignores you and it’s way overpriced.”

Amused, I thanked him and figured he’d had a bad experience, as a high-end restaurant couldn’t be that bad. But it was. Even worse, the manager was unsympathetic when I mentioned the problems. Multiply my experience, and the young man’s, by dozens of others, all with Twitter and Facebook friends, and you know how far our no-star ratings could spread. Kudos from your professional colleagues are great, but have you checked with your customers to see if they rate your service as five-star value?

How do you ensure that your customers think your product or service is top-notch?

As the owner of a mystery shopping business, I am always on the hunt for excellent service. As a matter of fact, I’m not just looking for excellent; I am looking for WOW! You know what I mean. It’s that little thing that a sales associate does to take a business transaction over the top. Let me give you an example of what I mean.

While on vacation this summer, I decided that I really needed an ice cream cone so I visited a local mom and pop store at the ocean-front community I was visiting on the East Coast.  They had so many of my favorite flavors that I just couldn’t decide! I stood there for what seemed like forever then the sales associate made a great suggestion. She said, “Why not try a sample?” Now a lot of ice cream stores offer samples, but what took this experience over the top for me was that she put the sample into a miniature cone!!! Now that’s the ultimate customer experience!

So as you are considering ways to take your customers’ experiences over the top, be sure to think of little ways that will make the experience memorable. Perhaps a small sample of your product or service will do the trick but then don’t forget to add that little twist that will make the sample memorable.

Here’s to helping you see your business through your customers’ eyes!