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Why Surprise and Delight Matters

WHY SURPRISE AND DELIGHT MATTERS CONSUMERS CRAVE REWARDS THEY DON'T EXPECT. According to a study on human brain activity, scientists at Emory and Baylor found reward path- ways in the brain respond most strongly to unpredictable activity. The concept of surprise and delight is backed by science. 67% SURPRISE & DELIGHT MOMENTS ENHANCE PERCEPTION OF A LOYALTY PROGRAM, AS WELL AS CONSUMER PARTICIPATION. 2 of customers said surprise gifts are very important for loyalty programs. CONSUMERS LOVE TO SHARE THEIR SURPRISES ON SOCIAL MEDIA. You Tube in 58% of consumers share positive experiences when they talk about brands on social media. SURPRISE & DELIGHT ACTIVITIES FUEL DESIRED CUSTOMER BEHAVIOR. When customers see their business is appreciated, it increases brand satisfaction and leads to greater engagement and increased sales. 58% 85% of rewards recipients felt pleased or delighted by the activity, according to a survey. of rewards recipients said they would return to the brand, according to a survey. SURPRISE & DELIGHT STRATEGIES ARE IDEAL FOR TARGETED CUSTOMERS, RATHER THAN A MASS AUDIENCE. 87% of top marketers say targeting campaigns to audience segments and individual consumers is the largest value driver. 96% of B2B marketers say segmentation is the most valuable method for improving conversion rates. Sources: Surprise is Still the Most Powerful Marketing Tool, Harvard Business Review, May 10, 2013 SDL Survey Reveals Consumers Wan Brands to Offer Consistent Experiences, SDL, May 15, 2014 Research Shows Positive Word of Mouth Far Outweighs Negative, Keller Faye Group, June 15, 2011 Managing and Measuring Customer Delight, University of Koblenz-Landau, 2013 5 Marketing Automation Capabilities Top Performers Can't Live Without, Gleanster, September, 2012 Conversion Rate Optimization Report, Econsultancy, October 2012 CROWDTWIST ©2015 Loyalty. Engaged.

Why Surprise and Delight Matters

shared by michaelardan on Mar 17
An infographic illustrating the importance of "Surprise and Delight" marketing.




Michael Ardan


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