I found this recently in Nashville, Tennessee.

I was to speak to a breakfast meeting to a group there and needed to find a location near the venue. I went on line and “Googled” hotels near the venue to avoid rush hour driving. I found the Hotel Preston (www.hotelpreston.com ).

I was impressed enough with their website to feel comfortable to book a room there. The rooms looked nice and comfortable, and I felt comfortable with my decision to stay there.

What I discovered when I got to my room was what impressed me.

On the bed in my room was a little laminated card that read:

“You have worked hard all day…Nothing worse than an uncomfortable pillow to ruin your night's rest. The Hotel Preston has the answer. Please select from our pillow menu to ensure a perfect night's rest. Dial 0- We are awaiting your call.

Soft, medium, firm, extra firm, hypoallergenic”.

As an observer of companies who offer lagniappe (pronounced lan-yap) as part of their service offering, I was obviously impressed. I am still impressed enough to use the Hotel Preston as one of my lagniappe examples each time I speak.

I decided to look a little further and contact the Hotel Preston general manager, Bill Ghumm.

“The pillow idea came from listening to our guests at other hotels. They were consistent in saying that they wished they could have pillows like the ones they had at home” said Ghumm.

What a unique idea…listening to your customers!

“The response has been fantastic” Ghumm goes on to say. “People love to choose their pillow”.

The Hotel Preston also offers other “little” extras, such as pet fish companions, milk and cookies, CD selections, and games. Ghumm says “if our guests want it, we will get it.”

I hope readers of this article will ask themselves about their own company lagniappe. What are you doing that sets you apart? What are YOUR customers telling others about the way you do business?

Or are you the same as everybody else?

Why not learn from the Hotel Preston? Take the following steps and see if your customers will start talking about the service you provide.

1) Be bold and ask your customers what “little extra” you could do to make your service memorable and different from the others. This can be done via an anonymous survey or small focus group. It doesn't make any different…ask them.

2) When they tell you what it is, do it! Find a way. You'll probably find, like the Hotel Preston, that it won't cost a lot.

3) And the best part…don't make a big deal out of it. Make it happen and let your customers talk about it as opposed to YOUR making a big deal out of it.

Give your customers the pillow they want and they'll dream of your service at night.