Differentiation by Maximizing the Customer Experience

I recently read a Harvard Business Review article, Discovering New Points of Differentiation by Ian C. MacMillian and Rita Gunther McGrath. Like the book The World is Flat, they discuss the need to compete by differentiating yourself/your business. But many of us immediately focus on those tangible means of being unique in the marketplace -- the tangible features of the products and services we offer. But what about the customer experience? Isn't this an extension of our physical product or service? What is the customer's experience each and every time they interact with us? How well are we meeting their needs during the sales or purchasing process? Are all their needs being addressed during the delivery of our product or service? What other needs do they have once they’ve received our product or service? Do we really understand the full scope of your customers’ needs and know how to fully satisfy them? Can you compete more effectively by better understanding and addressing their needs across each and every interaction?
Here’s one way I’ve addressed a customer need: To satisfy the stringent paperwork requirements of one my training provider customers, I created a project completion checklist that lists all required documentation. Now, as I complete each professional skills training session, I use this template to ensure that I send each and every required document in the project closure packet. This simple solution has expedited their paperwork processing, allowed them to be reimbursed more quickly and best of all, has permitted me to exceed their reporting goals and become a preferred training provider for them.
What strategies do you use? Share strategies you use with your colleagues by posting a response below.