During a rather routine visit to Home Depot to pick up supplies for a project the cashier asked me “will this be going on your Home Depot card?”, I replied, “no”. She finished scanning all the items and gave me my total followed by “will this be going on your Home Depot card?”, again I said “no”. After the sale was complete the cashier handed me my receipt and said “if you go online and fill out this survey on our customer service, you can win a $5000 shopping spree at Home Depot.” When I left the store I had no intentions of going online and doing anything associated with Home Depot. It wasn’t only that I anticipated the online survey would be an overly long and uncomfortable transfusion of my personal data but it was also because I was a bit irritated that my cashier treated me coldly by asking me the same question twice in a time span of 3 minutes. As I self-evaluated my reaction it became clear to me that the smallest things can dampen a brand experience. Everything had gone right throughout my shopping experience until the robotic dialogue at check out. In building strong relationships with customers and delivering experiences that are enjoyed and appreciated, you have to pay attention to every detail. Every touch point matters, even the small ones. In fact, they can be the most impressionable when not done well. Because it seems to take intentional bad service to not get the small things done right. Great customer service takes a consistent focus that is implemented company-wide. Want happy customers be willing to put in the hard work, daily!