You can make every customer feel like he or she is getting the VIP treatment by pointing out something you are doing just for them.

Here's an example:

I was on a business trip and checking into the hotel after a long day of travel. Chris, the front desk associate, welcomed me with a warm smile and proceeded to check me in. He appeared to be looking at several room choices on his computer while he said to me, "I want to make sure we put you in a really good room." After a few seconds he said, "Here's a good one!" and finished the check-in process.

When I got to the room I was blown away. It was a very nice, two-room suite!! Now, that's VIP treatment. It was only later that I learned that all the hotel's rooms were two-room suites. I didn't even care because Chris made me feel great.

A few months later I returned to the hotel on another trip. Chris was working behind the counter again and I got in his line even though the line for another associate was shorter. Chris went through the same routine of trying to find a great room just for me. I was on to him this time, but I didn't mind. I still felt like a VIP.