Make certain your customers know they are appreciated. There are many ways you can show customers how much you appreciate their business. The most obvious is to thank them. Let them know in a sincere manner that you recognize there are other options and you are glad they selected your company.
Other ways to show your appreciation could include a follow-up phone call, a small trinket of recognition (maybe a hat with your logo) or simply shaking their hand!
Making a difference with the service you deliver needs to be part of your company's culture. You want to be known not only for great products and rentals, but also great service. You want your customers to compare the service they receive from your company to what they receive from your competitors. Set the customer service standard in your market.
In building an exceptional customer service culture, the entire company must participate so it becomes your way of doing business. That is not always easy and requires a commitment to training and change. If your company does not buy-in to consistently delivering legendary service, that should not prevent you from taking that step to making a difference. You will feel better and so will your customers.