You wouldn't think to look at it that The Magic Castle hotel in Los Angeles has been ranked in the top ten hotels on TripAdvisor, but it has. A converted apartment building has turned its unassuming appearance into an excellent experience for its guests, and how they do it isn't that big of a thing, quite the opposite. It's the little things make a big difference in their customer satisfaction.

In this case, it's things like a popsicle hotline that makes this small hotel a surprisingly successful one. People who use the hotline—aka a red phone with a sign over it that reads, "Popsicle Hotline"—poolside receive a popsicle from the staff.

Now, people remember this small thing when they talk about their experience. However, there are countless little things that happen in an experience that they don't remember. These little things often create value to customers. However, since they don't always remember them later when asked, they keep them a secret. In other words, they can't tell you because they didn't remember that moment specifically.

In this episode, we explore the little things in an experience that create value for customers and what you can do to leverage these types of moments in yours.

Here are some other key moments in the discussion:

• 04:48 We both share many small things that can occur in an experience and how they create value.
• 09:34 We get into the idea of nudges and how they can affect our judgment of quality for an experience.
• 13:51 Colin shares an example of how small things can also change an experience and customer behavior at the same time, which just might save the world.
• 20:11 We talk about how you can apply this idea of convincing people to change in your experience with a little nudge and how to leverage that for experience improvement.
• 24:02 Colin explains how the Emotional Signature can help in your efforts to determine what are some of these "secret" things that matter to customers.
• 28:21 We share our practical advice for applying this concept of improving small things for people in your experience.

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