It’s amazing what a little gift can do to bring a smile. It doesn’t have to be much. This can even be a small coupon or freebie with a value of $10 or less, which they can use on any of your ...

A customer pays for their purchase at a service counter inside the Nike Inc. sports apparel store in Paris, France. Photographer: Marlene Awaad/Bloomberg It was supposed to be an elegant, quiet ...

I know it sounds funny to be systematizing surprise and delight, but it’s a key part of building loyal customers and of turning your customers into ambassadors for your business.

Delight is clearly an emotion—but for many brands, it is probably the wrong emotional target. I don’t need to feel the giddiness of a particularly great roller coaster ride when I try to add a family ...