Browse Definitions :
Definition

surprise and delight

Contributor(s): Ivy Wigmore

Surprise and delight is a marketing approach that seeks to attract and nurture customers by enhancing interactions with them and offering them unexpected rewards. The approach is designed to promote customer loyalty and engagement and reduce churn, increasing profitability as a result.

Surprise and delight campaigns often involve rewards, such as coupons for significant amounts, free gift certificates or service or product upgrades. Many companies are experimenting with location-based services to reach consumers on mobile devices and offer them rewards or unique experiences when they are near a particular physical location. A customer close to a restaurant, for example, might receive an offer for a free drink or appetizer.

Sometimes delight is the major factor in a campaign, as in when an airline passenger gets a free seat upgrade. Other times, a surprising event can be equally effective. In 2015, for example, when The Lego Movie was up for an Oscar for best song at the Academy Awards, company representatives distributed Lego Oscar statuettes among the crowd of celebrities. According to Amobee Brand Intelligence, Lego’s stunt got the company close to 47,000 social mentions on Twitter, accounting for 44 percent of the real-time discussion on the platform and amounting to approximately $7.5 million worth of free advertising.

Surprise and delight initiatives can also foster brand awareness by doing things that customers want to tell friends and social media connections about. Another important element of the approach is personalization, making the customer feel valued. Customer segmentation is also effective, so that particular types of rewards target the most appropriate customer demographics, who will appreciate them the most.

One often-overlooked element of nurturing customers is applying the same approach to internal customers: the company's employees. If employees interact with customers, surprising and delighting them is likely to make them enthusiastic brand advocates.

This was last updated in October 2017

Continue Reading About surprise and delight

Start the conversation

Send me notifications when other members comment.

Please create a username to comment.

-ADS BY GOOGLE

File Extensions and File Formats

Powered by:

SearchCompliance

  • PCI DSS (Payment Card Industry Data Security Standard)

    The Payment Card Industry Data Security Standard (PCI DSS) is a widely accepted set of policies and procedures intended to ...

  • risk management

    Risk management is the process of identifying, assessing and controlling threats to an organization's capital and earnings.

  • compliance framework

    A compliance framework is a structured set of guidelines that details an organization's processes for maintaining accordance with...

SearchSecurity

  • Trojan horse (computing)

    In computing, a Trojan horse is a program downloaded and installed on a computer that appears harmless, but is, in fact, ...

  • identity theft

    Identity theft, also known as identity fraud, is a crime in which an imposter obtains key pieces of personally identifiable ...

  • DNS over HTTPS (DoH)

    DNS over HTTPS (DoH) is a relatively new protocol that encrypts domain name system traffic by passing DNS queries through a ...

SearchHealthIT

  • telemedicine (telehealth)

    Telemedicine is the remote delivery of healthcare services, such as health assessments or consultations, over the ...

  • Project Nightingale

    Project Nightingale is a controversial partnership between Google and Ascension, the second largest health system in the United ...

  • medical practice management (MPM) software

    Medical practice management (MPM) software is a collection of computerized services used by healthcare professionals and ...

SearchDisasterRecovery

SearchStorage

  • M.2 SSD

    An M.2 SSD is a solid-state drive (SSD) that conforms to a computer industry specification and is used in internally mounted ...

  • kilobyte (KB or Kbyte)

    A kilobyte (KB or Kbyte) is a unit of measurement for computer memory or data storage used by mathematics and computer science ...

  • virtual memory

    Virtual memory is a memory management capability of an operating system (OS) that uses hardware and software to allow a computer ...

Close