Let’s be honest: “Surprise and delight” sounds fluffy. Like something you slap into a strategy doc to make it sound whimsical… and then promptly ignore for something “more measurable.”
Here’s the truth. Surprise and delight isn’t about going viral. Instead, it’s about creating emotional retention – which are those sticky, loyalty-driving moments that customers can’t help but remember (and talk about).
It’s not random, and you shouldn’t think of it as just a “nice-to-have.” Surprise and Delight is a repeatable, trackable strategy for social-first brands who want to win trust and revenue.
Enter: The GLOW Framework. GLOW = Give. Listen. Observe. Win.
Let’s break it down.
What Is ‘Surprise and Delight’?
Before it became a CX buzzword, “surprise and delight” was a retail marketing tactic rooted in psychology: exceed customer expectations in unexpected ways to trigger emotional loyalty.
Its modern rise can be traced through brands that turned small moments into big loyalty wins. Zappos made headlines when it quietly upgraded customers to overnight shipping without saying a word — the kind of gesture that makes people stop, smile, and tell a friend.
However, decades earlier, in 1983, Ritz-Carlton was already setting the gold standard with its now-famous $2,000 rule — giving every employee the autonomy (and budget) to surprise, delight, or resolve a guest issue on the spot, no manager approval required. The magic wasn’t just in the money; it was in trusting frontline staff to turn moments of friction into lifetime loyalty.
By the way, have you watched my Social Media CX Podcast with Bart, who trained those CX moments into their sales team?! Check it out below.
The idea? That delight builds trust faster than discounts ever could.
And when done right, it turns everyday buyers into lifelong advocates.
Enter: The GLOW Framework for Surprise and Delight
So, if surprise and delight isn’t just fluff, how do you actually do it?
Enter the GLOW Framework! It’s our repeatable (and yes, measurable) method for turning everyday customer interactions into moments that spark loyalty, boost referrals, and make your brand feel unforgettable.
GLOW = Give. Listen. Observe. Win.
It’s not magic. It’s just good customer experience (CX), done with intention.
G = GIVE (Intentionally)
Surprise without context? That’s just noise. To actually delight your customers, give them something that feels personal, thoughtful, and earned.
Tactical ways to Give:
- Handwritten thank-you cards (bonus: mention their first product!)
- Branded baby onesies for clients who just had a baby 🍼
- Unexpected swag for repeat buyers
- Public shoutouts for super-engaged community members
Example: When a customer tweeted about losing their dog, Chewy didn’t just reply. They mailed a condolence card and donated to a local shelter in the pet’s name.
That customer? Lifelong fan. And now, a viral brand advocate.
L = LISTEN (for Signals)
First, delight-worthy moments don’t just appear. Instead, you must find them by paying attention.
If you’re already doing social listening, this is where you turn monitoring into moment-making.
What to listen for:
- “Just bought!” / “First-time buyer!” posts
- Repeat engagers tagging friends or creating UGC
- Life events like “new job,” “moving,” or “retirement”
Example: A credit union saw a member mention their cross-country move on Facebook. Next, they sent a “new home” care package with local snacks, cute labels, a handwritten card.
That $25 gesture? It helped close a second mortgage.
O = OBSERVE (the Ripple)
This is the part most brands miss: measuring the moment. You gave something great. They reacted. But… did it do anything?
How to observe the ripple:
- Screenshot & save reactions (you’ll want these for case studies)
- Track reposts or reach on surprise moments
- Watch for spikes in referrals or repeat purchases
For example, let’s say a company congratulated a client on LinkedIn for hitting a business milestone.
The results? They’d likely lead to a bump in profile views, inbound leads, and maybe even a high-quality DM asking about services.
W = WIN (Loyalty + Revenue)
The magic? It’s in the follow-through. Measure what happened before and after that surprise moment.
How to track your wins:
- Monitor for return visits/purchases 30–90 days later
- Use unique promo codes or referral links in S&D gifts
- Ask for a testimonial after a positive S&D reaction
For example, let’s pretend a SaaS brand sent mini champagne bottles to annual subscribers. (Um, HELLO?! Why is no one doing this?!)
I bet several customers would post this on social media, or on Instagram. Now imagine how that reach could lead to interest for the SaaS brand, or even a new enterprise lead.
Does Surprise and Delight Actually Work?
When you GLOW, you:
- Give with intention
- Listen for the right moment
- Observe the impact
- Win trust that turns into revenue
And yeah, it’s measurable. You just have to know where to look!
Want to build your own GLOW Playbook? We can help you train your team to spot, act on, and track surprise-and-delight moments like pros.
Hit us up here (insert link) — you bring the spark, we’ll bring the strategy.
FAQs About Surprise and Delight
- What is “surprise and delight” in customer experience? Surprise and delight is a CX strategy where brands exceed customer expectations in small, unexpected ways to create emotional loyalty and brand love. It’s not about grand gestures — it’s about meaningful ones.
- Is surprise and delight just a marketing tactic? Not at all. While it started in marketing and retail, surprise and delight is now a cross-functional strategy—used in social care, customer support, sales, and even onboarding.
- Can you actually measure surprise and delight? Yes. Look for signals like: Repeat purchases, referrals, UGC, response time impact, increased CSAT or NPS, earned media and word of mouth. The “O” and “W” in the GLOW Framework are all about tracking impact and ROI.
- How do I train my team to spot surprise and delight moments? Use social listening and life event tracking to find cues (like “just moved” or “first-time buyer”). Then build a GLOW Playbook so your team knows what to give, how to follow up, and where to track results.
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