Loyalty isn’t only built through points programs, discounts, or even great products. It’s built in the unexpected moments, the ones that surprise customers and leave them smiling long after the transaction is over.
Zappos: A Masterclass in delight
Zappos, the online shoe retailer, mastered this strategy in its early days. Customers who paid for standard shipping often had their orders unexpectedly upgraded to overnight delivery, for free.
There was no announcement. No marketing campaign. No push to spend more. Just a simple, delightful surprise.
That one small act created powerful stories. Customers told their friends. Word spread. And those stories became the foundation for Zappos’ legendary reputation for customer service and loyalty.
Why surprise works
Surprise and delight doesn’t have to be extravagant. In fact, the smaller and more personal it feels, the more impact it creates.
– A handwritten thank-you note in a package.
– A proactive check-in to see how a customer is enjoying their purchase.
– An unprompted upgrade to a higher-tier service.
– A personalized recommendation that feels thoughtful rather than automated.
These gestures don’t just create transactions. They create memories. And memories build emotional connections that no competitor can replicate.
Where CRM Fits In
Many people think of CRM as automation: campaigns, workflows, and reminders. But CRM is more than that—it’s the engine that makes surprise and delight scalable.
With the right data, businesses can identify moments to exceed expectations:
– A birthday message with a small gift.
– A reward for a loyal customer before they even expect it.
– A proactive solution to a problem before the customer has to ask.
These touches transform CRM from a communication tool into an experience engine.
The takeaway
Surprise your customers, and they’ll never forget you.
Because loyalty isn’t built in the obvious moments, it’s built in the unexpected ones. And when you combine CRM data with a mindset of delight, you don’t just gain customers. You gain advocates who tell your story for years to come.
