When it comes to standing out from the crowd, great customer experience (CX) is one of the strongest competitive advantages any business can build.
But how do you move beyond simply satisfying customers — to delighting them?
Let’s look at how the idea of surprise and delight can turn ordinary interactions into memorable experiences — and why, when used carelessly, it can backfire.
Why surprise and delight matters
Research shows that businesses can’t rely on satisfaction alone to keep customers loyal. You have to go further — to delight them.
Psychologist Dr Robert Plutchik defined delight as a mix of joy and surprise. In CX terms, that means creating moments that customers don’t expect — in ways that make them feel valued and joyful.
Studies over the years have backed this up. When a brand surprises customers in a pleasant way, it sparks an emotional connection that can influence loyalty, advocacy, and repeat purchases.
In short, surprise often leads to delight — and delight keeps customers coming back.
Going the extra mile builds your ‘emotional piggy bank’
Every time your business surprises or delights a customer, you make what’s been called a “deposit in the emotional piggy bank.”
Expertise and reliability create trust — but surprise and joy create affection. Together, they build strong emotional bonds between brand and customer.
A perfect example is WestJet’s Christmas campaign. On Christmas Eve, passengers were asked what they’d like for Christmas. When they landed, their chosen gifts were waiting at baggage reclaim. The video went viral, gaining over 13 million views — and millions of new fans.
That’s surprise and delight done right.
When surprise goes wrong
Not every surprise lands well. If it feels tone-deaf or misplaced, it can trigger the opposite of delight.
Take the example shared by researchers Butori and De Bruyne. A traveller who bought a handbag was surprised with a free priority boarding voucher for herself and her partner. She was pleased — but her partner felt uncomfortable walking past elderly and disabled passengers. The “gift” caused embarrassment rather than joy.
The takeaway? A surprise must always be relevant and empathetic. Data and good customer understanding are your best guides here.
Keeping surprises fresh and meaningful
As researcher Anna Mattila found, surprise works best when it feels fresh. Repeat the same tactic too often, and it starts to feel like a marketing ploy.
To truly delight, your surprises must evolve — and they must feel personal. The more you understand your customers’ preferences and emotions, the better you can design moments that connect on a human level.
The emotional connection that drives loyalty
Creating emotional bonds is at the heart of CX success. The CX Academy identifies six emotional drivers that deepen relationships between a business and its customers. Surprise and delight can play a part in each one -
I trust you – Empower your people to delight customers. For instance, Accor Hotels gives staff a budget for ad hoc upgrades or gifts. Just take care — nearby guests may feel overlooked if they see others rewarded.
You know me – Personalisation is key. Customers don’t just appreciate relevance; they expect it. Give your team a choice of thoughtful gifts based on customer insights.
You make it easy – Remove friction and make gestures simple to redeem. Convenience can turn a nice surprise into a lasting impression.
You get me – Show empathy when things go wrong. TUI’s approach is a good example: staff can offer vouchers or free transfers to guests who fall ill or face problems on holiday.
You deliver on your promise – Never let delight replace reliability. Missed promises erode trust fast, and surprises won’t save a broken relationship.
You fix things – If something fails, a timely, heartfelt gesture can rebuild goodwill and restore trust.
Why you shouldn’t overdo it
Surprise and delight is powerful — but use it too often, and it loses its magic.
Studies show that when customers receive frequent unexpected gifts or upgrades, they start to expect them. Worse, they may even feel entitled to them. Once that happens, stopping the offers can lead to frustration or resentment.
Marketers also need to beware of suspicion. Some customers wonder why they’re being given something for free. That’s why adding a simple, honest explanation (“We wanted to say thank you”) often helps turn confusion into appreciation.
A shared responsibility across your business
It’s tempting to leave “surprise and delight” to the marketing team — but it’s far more effective when it’s embedded across the business.
Empower your frontline staff to use good judgement and empathy. Give them the tools, the autonomy, and the context to deliver meaningful moments of delight — without causing unintended friction for others.
The bottom line
Surprise and delight, done thoughtfully, can lift your customer experience from good to unforgettable.
Handled carelessly, it risks creating confusion, envy, or unrealistic expectations.
When it’s relevant, well-timed, and genuine — it builds joy, loyalty, and advocacy.
So yes — use surprise and delight in your CX strategy. But use it with care.
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