Recently, I had an epiphany. It occurred to me that the most important aspects of my job (and likely yours) are nonessential.

Think about it. Most jobs consist of a set of essential job tasks that define a job role. These tasks might be described as mandatory job functions—the bullet points that make up a job description.

To the extent that employees define their job roles according to these mandatory functions, they will often describe their work as routine and monotonous. These employees presumably will view the essence of their jobs (their highest priority) as the successful execution of their assigned job tasks.

Sounds pretty boring, huh?

That’s because all of the fun usually resides within the dimensions of our work that may not appear in our job descriptions. I’m referring to those aspects of our jobs that are creative, interesting, and unexpected.

Customers describe these actions as “beyond the call of duty” or “going the extra mile.” In most cases, these tasks or behaviors are optional and support the true essence of our jobs (creating delighted customers).

Since these tasks and behaviors are optional, they’re seen as nonessential, unimportant, and elective. Because of this, as customers we don’t always experience them. But when we do, it makes an impression and reinforces our loyalty.

Here’s a recent example:

Many consumers see insurance as a commodity and regularly compare rates to determine whether or not they can find a lower premium. After all, as long as the essential elements of an insurance policy are present (sufficient coverage, reasonable deductible, affordable premium, etc.), insurance is insurance, right?

Maybe not.

For instance my Allstate agent, Kevin Johnson, recently emailed me a link to enroll in an electronic billing discount program offered by Allstate that he and I had previously discussed. I happened to be traveling when his email arrived and never got around to enrolling.

As my renewal deadline approached, Kevin took the time to personally enroll me and then sent me my user name and password with a short note saying, “I know you are running 100 miles an hour and we want to make sure you get the discount.”

Was Kevin’s action essential? No, it was optional. And, as it turned out, saved me about $115. Because of actions like this, I don’t compare rates with his competitors to see if I can find cheaper insurance. Why would I risk losing the personal attention I receive?

So while the essential aspects of my insurance policy have little to do with whether or not I decide to renew, shop around for a better rate, or recommend Kevin and Allstate to others, the nonessential aspects are vital to these decisions.

What are some nonessential aspects of your own job that are vital to your success?

Several years ago, I was out to dinner in Orlando with a colleague. At the time, she was the director of training at a large resort and convention hotel located near Disney World.

Her hotel competed for group business head to head with Disney’s own hotels. If you have experienced Disney, then you know how difficult it is for another hotel to win business when competing with them—especially if the deciding factor is the anticipated quality of service that group members will receive as hotel guests.

When I asked Theresa about her approach to customer service training, given her formidable competition on the other side of Interstate 4, she said that a key ingredient was to involve hotel employees in clarifying the difference between their job functions and the essence of their jobs.

Consider the definition of each term:

func⋅tion [fuhngk-shuhn]: –noun The action for which a person or thing is particularly fitted or employed.

es⋅sence [es-uhns]: –noun The most important ingredient; the crucial element.

Depending on the employee’s job role, the functions performed will differ. For instance, the functions of a bellman (e.g., deliver luggage to and from guest rooms, provide information about the hotel outlets and services, etc.) will differ from the functions of a maintenance employee (e.g., perform preventative maintenance, execute repairs, etc.).

Theresa explained that, while employees’ job functions will differ, the essence of their roles was the same: To exceed the expectations of their hotel guests by consistently delivering product and service quality that will result in delighted customers.

Bain and Company, a consumer research firm, equates delighted customers with a category of customers called promoters. Promoters are those customers who are the least price-sensitive, have the highest repurchase rates, and are responsible for between 80 and 90 percent of positive referrals to a company or brand.

Now, Theresa had defined the essence of her employees’ job roles based on their highest priority: exceptional product and service quality. Other organizations may define the essence of their employees’ job roles differently. For instance, my neighbor is the executive director of a halfway house that provides housing for men who are in transition from incarceration to freedom. He told me that the essence of his employees’ job roles is to convey respect towards the clients, his term for the men who occupy the facility.

The challenge for employers is that, oftentimes, employees think that the functions and essence of their job roles are the same. When this happens, employees become transactional and process-focused, treating each customer like the last customer. A factory mentality ensues. In the short-term it may be highly efficient (employees do more things faster) but in the long-term it is ineffective (does not fulfill the organization’s highest priority).

Consider your own organization. Do the employees really know the difference between their job functions and the essence of their jobs? If you’re not sure, just ask. My hunch is that you will be met with blank stares…

This becomes an opportunity for you to have a meaningful conversation with your employees about the difference between the tasks they are responsible for executing and your organization’s highest priority.