When it comes to improving customer experience, start with the simplest things. The common example is, of course, learning your customers names. But here’s one that’s simpler still. Two hotels took the time to learn Azleen Abdul Rahim’s name, but still managed to inspire him to write a critical article when they didn’t take the time to establish that he…is…a…he.

That’s right. Two different hotels left him wonderful, attractive welcomes involving expensive stationery addressed to “Ms. Azleen Abdul Rahim.” Think it’s not a serious mistake? It was such a big deal to Rahim that he ended his article with the bold faced statement “Again. My name is Azleen Abdul Rahim and I am a guy.”

So, before you deal with your next customer, before you spend money on expensive stationery and a great gift basket, ask yourself “What are the small things I’m missing?” and maybe, as a reminder, ask yourself at least once a day, “Am I guilty of calling Mr. Rahim ‘Ms.’?”

My name is Tom Hanna and I am The Customer Experience Guy.