I don’t eat fast food often, but one day my wife and I were in a hurry. She suggested we stop into Chick-fil-A. I’d never been there before, but I agreed to give it a try.

When we arrived, rain was pouring down. While we were working up the courage to sprint into the building, someone knocked on my wife's window. It was a young man from Chick-fil-A, and he was holding an umbrella. He escorted her into the restaurant and then came back for me.

Once inside, we were welcomed with smiles and friendly greetings. Ordering our food was easy and convenient. And instead of waiting at the counter for it, we were invited to relax at a table, and told that our food would be brought to us.

During our meal, our host checked to see if we wanted anything. He cleared our table of the paper and containers we no longer needed. He refilled my drink - twice. He asked if we’d like dessert. And after we finished eating, he brought me coffee.

In just one visit, I was treated to eight pleasant surprises. I enjoyed a level of service I would have never expected from a fast food restaurant.

Chick-fil-A’s food was fine, but it was the overall experience that left me so satisfied. Both my wife and I left the host with a heartfelt “thank you” and “good-bye,” as well as sincere smiles.

Now, I find myself visiting Chick-fil-A more often, not primarily for the food, but because they make me feel so good.

So, what can you do to help your customers feel that same way? Surely, there are many points before, during and after your buying process that you can improve to wow your customers and generate loyalty and great word-of-mouth.

The process begins by caring enough to look for them.