There are two ways to make nothing into something.
One is where you do nothing, and then your client makes it into something.
For example: you don’t use your customer’s name, treat them warmly, or do that thing you said you would do.
They form something out of that; a memory, an experience which they may never forget
The other is where you notice the nothing, the void, the potentiality for a missed opportunity, first. Then you make it into something better, like a phone call, or a note, or a thank you.
That nothing becomes something they also may never forget, and, possibly even something more, like a referrall, or, a good feeling which can never be erased.