Recently one of our team members placed two online orders on the same day. Both from small web businesses selling the wares of young, independent designers online.

One order (a pendant) arrived wrapped in tissue and packaged in a small gift box, invoice enclosed.

The other (two tiny badges) arrived wrapped in tissue, invoice enclosed. It also included a free tiny badge and a handwritten note from the owner thanking me and hoping we enjoy the purchase. The order (including postage) cost $11. We’ve also been added to the site’s database, and receive an email from them every month with new or featured products.

There was nothing wrong with the first company – the order was delivered safely and on time. Therefore, its impact was neutral – it delivered what I expected. But the impact of the second company was to leave us surprised and delighted – it exceeded our expectations.

What are you doing to make your customers to feel excited about their purchase from you? While not every business can afford to write a handwritten thank you, all businesses can adopt the principle of exceeding expectations. And, don’t forget you can never say ‘thanks’ enough.