Surprise and Delight: How to Create Unforgettable Moments
I’ll never forget the barista who gave me a free coffee for no other reason than she was empowered to and thought I needed it. I was in graduate school and went to the same place nearly every night to study. I ordered the same drink (a decaf Americano) and spent two hours with my nose in a book. That night, I plopped my backpack down, went to the counter to order, and the barista told me, “I’ve got you.”
It’s been almost ten years, and I still remember it.
It didn’t cost the store much, but it left a huge impression and strengthened my loyalty to my favorite spot. I told people about it. I’m telling you about it.
That’s the power of a surprise and delight tactic.
Whether it’s a free coffee, a handwritten note, a spontaneous discount, or a fast-tracked request, those unexpected moments create buzz, build loyalty, and shape a reputation for standout service.
Disney has mastered the art. Fans even have a term for it: “sprinkling pixie dust.” Cast members are empowered to elevate a guest’s day—ushering someone to the front of the line, offering a birthday treat, upgrading a room, or replacing a lost balloon. Why? Because Disney knows their brand lives in the details. The parks are magical, sure—but it’s those extra, unexpected moments that guests never forget because they’re uniquely Disney.
But you don’t have to have a multi-billion dollar budget to create that same kind of magic for your own audience. In fact, you don’t have to have much of a budget at all.
How to do it:
Brainstorm. What matters to your audience, and how can you show them genuine appreciation?
Could you send a $5 coffee card to a survey respondent?
Drop some swag in the mail to someone who left a great Google review?
Block 30 minutes on your CEO’s calendar for thank-you calls to donors or customers?
Empower your people. Zappos calls this the “WOW Philosophy.” Their goal is to turn their customers into fanatics, and it works. Seventy-five percent of their purchases come from returning customers. Call center employees train for four weeks before they ever pick up the phone, and they’re empowered to create WOW moments, like:
Sending flowers to a woman undergoing medical treatment
Shipping gift boxes to an entire small town full of loyal customers
Walking through a play scene by scene to help a customer find the right shoes for a performance
None of this happens without empowering your team.
Set expectations and boundaries. Offer ideas. Give your people room to act.
Be authentic and make it special. If everyone gets the same thank-you email or discount code, you might get impressions—but not necessarily impact. Make your efforts feel personal and authentic to who you are as a brand.
Ultimately, the magic of surprise and delight isn’t about the size of the gesture—it’s about the sincerity behind it. A human moment can turn an ordinary interaction into something unforgettable.