My wife and I gave our daughter a choice for her sixteenth birthday. If she wanted, she could have a party or we could go on a family cruise. Deep down I was hoping she would select the cruise but my wife and I were both very careful not to have our choices influence the conversation. I was very pleased when the choice was a cruise but then there was a major surprise. She would like her birthday cruise to be the same islands cruise we took as a family six years ago.
I tried to convince her to select another cruise destination. The 2008 cruise was terrific but there were still so many places for all of us to see that I didn't want to consider a repeat prior to visiting more places for the first time. But since this was my daughter's cruise, we went with her decision.
But there were differences worth noting the second time around. The ship hadn't changed much and the itinerary/tours hardly changed at all but what did change made the experience even more special. The staff seemed noticeably more positive and supportive. Last time, this wasn't a strong point; this time it helped enhance the experience. And the food was also noticeably better, both the buffet style food as well as the specialty restaurants. There was even one outstanding chocolate dessert which always resonates well with me. The entertainment was also more substantial. Overall, even though so much remained the same, the changes noticeably enriched the experience.
In the cruising business as well as in higher education and almost all other businesses, it is often the little touches that make the difference between an OK or good experience and a memorable experience. The overall experience matters most but customer satisfaction is often determined at the margin. Small changes can make meaningful differences. Some of these changes cost money, others are cost neutral. For those of us in higher education, even when our programs are strong it is worth the extra time and effort to see what can be strengthened.