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.
In detail
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
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.
In detail
Pairings
Reveal product secrets long after first use
Common wisdom suggests you should provide as much value within the first few engagements with your product. However, people will eventually adapt to its merits.
Where can you bury hidden joys, perhaps unlocked after a certain timeframe or number of uses, to foster a deeper connection and renewed sense of wonder with your product?
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Surprise Effect
