Surprise Effect

We respond well to positive, unexpected, personal gestures

Unscripted, personal acts are powerful in fostering positive brand experiences. But, unless explained, they’ll also raise future customer expectations…

Gyung Kim & Mattila (2013). Does a surprise strategy need words? The effect of explanations …on delight & expectations. Journal of Services Marketing.

The study

Setup

435 people were asked to go to a restaurant and split into four groups. They were then either given a surprise free dessert or not, and then finally either given an explanation of the reason for the surprise or not. All were then asked to rate their level of delight.

What’s a Rich Text element?

The rich text element allows you to create and format headings, paragraphs, blockquotes, images, and video all in one place instead of having to add and format them individually. Just double-click and easily create content.

Static and dynamic content editing

A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!

How to customize formatting for each rich text

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Results

Those given the explanation rated the surprise as more delightful than those who weren’t.

np_read_2490885_000000

Gyung Kim & Mattila (2013). Does a surprise strategy need words? The effect of explanations …on delight & expectations. Journal of Services Marketing.

Key Takeaways

Surprise sparingly.  The more frequent the surprise, the less positive it will make customers feel. Give your staff creative autonomy to make small, personal & unexpected gestures that strike deep. 

Provide an explanation for the surprise to suppress future unrealistic customer expectations, avoid mistake misconceptions and heighten the sense of personalization. 

Reframe problems into surprises. During a busy Christmas, Lush (a UK soap store) had a long queue, which an elderly lady holding one item had joined. A shop assistant noticed, pointing out the queue length and that she didn’t need to pay. After he insisted she accept, she hugged him and left the shop with the free item. Another customer then told him that witnessing his kindness  had made her day. Both will recall compassion, positive surprise and stress relief in future perceptions of the Lush brand.

Surprise Effect

We respond well to positive, unexpected, personal gestures

Unscripted, personal acts are powerful in fostering positive brand experiences. But, unless explained, they’ll also raise future customer expectations…

Gyung Kim & Mattila (2013). Does a surprise strategy need words? The effect of explanations …on delight & expectations. Journal of Services Marketing.

The study

Setup

435 people were asked to go to a restaurant and split into four groups. They were then either given a surprise free dessert or not, and then finally either given an explanation of the reason for the surprise or not. All were then asked to rate their level of delight.

Results

Those given the explanation rated the surprise as more delightful than those who weren’t.

Key Takeaways

Surprise sparingly.  The more frequent the surprise, the less positive it will make customers feel. Give your staff creative autonomy to make small, personal & unexpected gestures that strike deep. 

Provide an explanation for the surprise to suppress future unrealistic customer expectations, avoid mistake misconceptions and heighten the sense of personalization. 

Reframe problems into surprises. During a busy Christmas, Lush (a UK soap store) had a long queue, which an elderly lady holding one item had joined. A shop assistant noticed, pointing out the queue length and that she didn’t need to pay. After he insisted she accept, she hugged him and left the shop with the free item. Another customer then told him that witnessing his kindness  had made her day. Both will recall compassion, positive surprise and stress relief in future perceptions of the Lush brand.

Surprise Effect

We respond well to positive, unexpected, personal gestures

Unscripted, personal acts are powerful in fostering positive brand experiences. But, unless explained, they’ll also raise future customer expectations…

The study

Setup

435 people were asked to go to a restaurant and split into four groups. They were then either given a surprise free dessert or not, and then finally either given an explanation of the reason for the surprise or not. All were then asked to rate their level of delight.

Results

Those given the explanation rated the surprise as more delightful than those who weren’t.

np_read_2490885_000000

In detail

Connected to

Running workshops?

Surprise Effect

is included in Box One of our physical workshop tool.
is included in Box Two of our physical workshop tool.
Box One