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?

When was the last time you checked yourself into a flight and checked a piece of luggage at a self-service kiosk at the airport?

Like supermarket self-service checkout stations or ATMs, I find these kiosks helpful. Once they become familiar, they’re easy to navigate and usually end up saving me time.

Last week, I was flying out of the Denver International Airport and checked myself in using one of these kiosks. Because I checked a bag, I needed to wait for an airline representative to verify my ID, affix the luggage tag to my bag, and give me a receipt for my checked bag.

While the flight check-in only took about a minute before the machine issued my boarding pass, the wait for an airline representative to accept my luggage and issue a baggage receipt took much longer.

After checking my email and social media accounts on my BlackBerry to pass the time, I finally walked over to a pair of employees who were managing the line and asked one of them if she could help me to collect my baggage receipt so that I could be on my way.

Without acknowledging me in any meaningful way, the employee walked over to another bank of kiosks where a number of airline employees were clustered serving passengers and said something. A minute later, after finishing up with her current passenger, a female employee made her way down to my kiosk and mechanically said, “Checking a bag?”

I answered “Yes” and she said, “You need to check your bag in here (motioning to the kiosk), before I can accept it.”

I told her that I had already checked the bag in at the kiosk and was simply awaiting my receipt.

She then said, “I don’t see a receipt. Are you sure you checked your bag in?”

About this time, a male employee who was working behind the kiosk to my right handed her a luggage tag and receipt that apparently had printed from his station.

She then robotically asked for my ID, examined my drivers license, and handed me my receipt. Her farewell and gratitude for my business were bundled in the word, “Next?” as she motioned towards the line of passengers awaiting check-in.

Reflecting back on this customer service experience, I would describe it as routine, transactional, process-focused, and uninspiring (it certainly doesn’t inspire loyalty, future spending, or recommendations). And, unfortunately, it happens all the time.

Experiences like this one lead me to the primary question of my work: Why is it that we expect for those who serve us in person or over the phone to be attentive and engaged yet, on most occasions, encounter employees who are aloof and indifferent?

Your thoughts human reader?

Companies that make me laugh create positive memories for me—of the service experience and brand. Using appropriate humor is an authentic way for companies to express their uniqueness while making it memorable for customers.

Here’s an example from Chipotle Mexican Grill:

Employees at Chipotle place to-go orders in brown bags with handles. Handles are unique—you don’t see that at most quick service restaurants—but what’s truly memorable to me is the message printed on the bottom of its bags:

Don’t throw this bag away!

Try these other uses:

• Cat carrier
• Put handles over ears…hands-free burrito eating
• 401(k) statements filing receptacle
• NOT recommended as a parachute

Besides reinforcing the importance of recycling, Chipotle uses appropriate humor to extend the service experience from the restaurant to the customer’s home or office.

Compare Chipotle’s to-go bag with one from a typical quick service restaurant. What’s different about it? Chipotle’s bag is so unique to me that I devoted a blog entry to it. In an environment where so many products and services are seen as bland, ordinary, and routine, Chipotle’s to-go bag makes an impression!

Look around your own business. What are some ways that you can transform products and services that are ordinary into something unique and refreshing—using appropriate humor, design, or some other attribute?