The Art of Surprise, in Business and in Life

Have you ever been surprised (in a good-surprise kind of way)? Isn't it the most amazing feeling - a sort of surreal moment when you realize you're getting something you didn't expect -- like free tickets to an event a friend couldn't attend, an unsolicited upgrade on a flight, or one of those fancy little 'amuse bouche' appetizers between courses at a restaurant. It could even be something as simple as a nice complement received from a coworker that you thought wasn't one of your famed supporters.

 

The Art of Surprise in Business can have a profound impact on customer experience, and ultimately, on a brand's reputation. Companies who develop a customer-centric culture will be more likely to create such moments of 'surprise and delight' for their customers that will be remembered and shared, particularly in today's tech-savvy social environment. The longer a customer has known a brand, the more difficult it may be for the brand to step outside its reputation and impress the customer, but it is never too late. Three ways to start developing such a culture are to:

1. Create a Customer Experience Council with senior-level representation from across the company. Customer experience is everyone's responsibility, not just the Customer Service team. It is crucial for all executives to hear a selection of customer comments monthly or quarterly, and put programs in place to respond to customer needs better, while developing ways to proactively impress customer in future.
2. Incent Employees to Put the Customer First - If your staff are encouraged (and rewarded) for ensuring a positive customer experience, they will enjoy the empowerment of identifying with the customer's needs and going out of their way to impress. Assign a small budget to each employee to allocate to customer 'surprises' how they see fit each month.
3. Always Follow-up and Close the Loop with Customers - If a customer contacts you to make a comment (positive or negative) it is imperative that you respond and provide them with something for their feedback. Every negative experience reported, is an opportunity to turn it into a positive.

There are, of course, the companies that set the bar so low on service that they don't have to do much to impress customers, who have come to 'expect' a poor experience (Rogers, you know what I'm talking about), but it is those who commit to, and develop a clear strategy for customer experience that will reap long-term rewards.

 

And... the Art of Surprise in Life?

 

Well, I can personally attest to the euphoria of such moments myself this week, as my partner caught me completely off-guard and proposed to me while skating on the Rideau Canal. After almost 7 years together, I thought I was impossible to surprise. But he had been silently listening and observing all the while, waiting for the perfect 'unrehearsed' moment to do what I least expected... pull out the most beautiful sparkling diamond ring a girl could ever want, while I stood there in puffy winter clothes and a nerdy helmet. Surprised, yes, and delighted?... Absolutely!