I can think of a lot of feelings you’d like your customers to have following a purchase. Remorse isn’t one of them.

Buyer’s remorse is the feeling of regret after a purchase and is often associated with a consumer’s perception of being taken advantage of and receiving poor value for the price paid. These feelings do not inspire confidence, loyalty, future spending, referrals, or anything positive.

Earlier this week, I had lunch with a client who shared an experience he had fourteen years ago at a local restaurant. He and his wife were dining with a friend. Having just returned from a trip to Italy, he presented their friend with a stylish hand-blown glass vinegar and oil cruet.

The restaurant’s owner, having observed the small decanter on the table, offered to fill it with vinegar and olive oil from his kitchen. What a thoughtful and memorable gesture!

As the dinner concluded an hour later, my client received the check. Itemized towards the bottom of the bill was a $17 charge for vinegar and olive oil.

Having felt taken advantage of by the owner, he has only returned to that restaurant once in the last 14 years—and that was as the guest of another couple. In other words, that $17 charge (which he paid) was among the final dollars that he would spend at that restaurant.

In his zeal to capture short-term profits, this restaurant owner forfeited any chance to earn the long-term benefits of a delighted customer: loyalty, future spending, referrals, etc. Like vinegar and oil, buyer’s remorse and loyalty don’t mix.

How about you? What has your experience been with businesses that place profits ahead of customer service?

Several years ago, after the birth of our first child, I began pouring pancake batter in unique shapes that our son would recognize from his world. When he was very young, I poured shapes ranging from puppies to pacifiers. As he grew older, I adapted the shapes to his interests—whether dinosaurs or chess pieces.

And holidays always provide fodder for themed shapes. I pour shamrocks in March, firecrackers in July, Jack-O-Lanterns in October, and candy canes in December. The kids love them and enjoy making requests for made-to-order shapes. Breakfast transforms from a predictable meal, a base to be touched each morning, to a festive event where the family lingers and memories are made.

I got to thinking about how this equates to customer service. According to research by Beyond Philosophy, a customer experience consulting firm, 44 percent of consumers described the majority of customer service experiences they have as “bland and uneventful.” These are the process-focused transactions that are marked by apathy, routine, and indifference. To me, that sounds like eating a bowl of Cornflakes. Even though you’ve eaten, and may even be satisfied, you’re not going to remember it.

Contrast that with pancakes in the shapes of dinosaurs—or whatever shapes are meaningful to you: your college mascot, a symbol of your favorite hobby—such as a tennis racquet or a chess piece, or even a pet. Would you describe this breakfast experience as “bland and uneventful?” Is a pancake in the shape of a rook forgettable if you’re a chess enthusiast? I think not!

Now, ask yourself, how does this concept apply to my business? How can I be intentional about transforming a product or service offering from one that may be perceived as process-focused, routine, and uneventful (i.e., a bowl of Cornflakes), into one that is seen as customer-focused, refreshing, and memorable (i.e., a pancake in the shape of a T-Rex)?

Here’s just one example: I know of a bank’s voice mail system which concludes a long menu of options by saying, “If you’d like to hear a duck quack, press 7.” Now, I’ve listened to my share of predictable voice mail directories but have never come across something as refreshing as this. I’d call back just to let my preschooler listen to the duck quack!

If this sounds like it’s going to require extra time and effort, you’re right. It’s definitely faster to prepare a bowl of Cornflakes and easier to pour round pancakes. But remember, they’re forgettable. Even so, you don’t have to sit down with a blank sheet of paper and invent this stuff. Look around for inspiration. It’s everywhere.

Talk with others about unique experiences they’ve had with companies that have made lasting impressions on them. Look for opportunities to surprise and delight your own customers through your company’s products and services.

Just like shaped pancakes, the possibilities are endless and the memories, priceless.