Customer Loyalty Surprise

Many companies use a customer loyalty scheme whether it be miles, points, or other free stuff. All are based on dollars spent and frequency of usage.

None of that is big news.

I am a member of plenty of these programs. And many of us will admit, some of those companies we really do not like yet the attraction of the benefits keep us using the product or service. But I have to tell you about one that has my attention.

Last summer Panera Bread Company introduced  Enrollment requires a visit to the website to enter the needed information.  The card is presented to you at the store. Here is what I like about their approach - you can go to an in-store terminal and register immediately.  Once registered you are surprised with a free item (mine was a bagel). No accumulation of spending, just an immediate reward. In a very short time, I had a number of surprises offered - $2 off of an entrée, free drinks, 99 cents for a higher priced pastry. I never know what "surprise" will be offered. I like that for a change. Panera is not in a business where I am working to accumulate points for a trip so no tracking is really necessary. also has an expiration on the offers. So I am motivated to get back in to redeem and of course spend even more money while there.  The offers print on the receipt along with the expiration date and can be found when logging into the account online.

Just this morning, I opened my email to find a "special surprise" in honor of my birthday this month. Their goal is to surprise in unexpected ways - it is working for this now loyal customer.

Start thinking about what you can do to surprise your customer. Simple stuff works especially when the customer does not expect it.


Lisa Ford has over 20 years of experience presenting to businesses, associations and government. She designs content personalized for each audience and the challenges they face. Her presentations focus on customer service, leadership, teamwork and change. Her most recent book is Exceptional Customer Service: Exceed Customer Expectations to Build Loyalty and Boost Profits.

Social Reach:

Viewer Response:

comments powered by Disqus

Hot Opportunities

Minuteman Press International Franchise Opportunity

Minuteman Press International
Minuteman Press has been the leader in the printing & graphics...

Togo's Eateries, Inc. Franchise Opportunity

Togo's Eateries, Inc.
One of the things that makes Togo’s a great franchising system is the...

Buffalo Wings & Rings Franchise Opportunity

Buffalo Wings & Rings
Buffalo Wings & Rings is a restaurant brand where everyone is a VIP,...

Bricks 4 Kidz Franchise Opportunity

Bricks 4 Kidz
Bricks 4 Kidz provides project-based programs designed to teach principles...

Jimmy John's Gourmet Sandwich Shops Franchise Opportunity

Jimmy John's Gourmet Sandwich Shops
Jimmy John's franchise success is built upon an unyielding commitment to...

Papa Murphy's Take 'N' Bake Pizza Franchise Opportunity

Papa Murphy's Take 'N' Bake Pizza
The world's largest, fastest growing Take 'N' Bake pizza franchise is...

Archadeck Franchise Opportunity

Archadeck is proud to be North America's leading designer and builder of...

Request Information
Oxi Fresh Franchise Opportunity

Oxi Fresh
OXI FRESH is a GREEN Carpet Cleaning Franchise and one of Entrepreneur's...


Multi-Unit Franchisee Magazine

The only publication dedicated exclusively to the hottest topic in franchising - Multi-Unit and Multi-Brand Franchisees.

A Franchise Update Media Group Production
Franchise Update Media | P.O. Box 20547 // San Jose, CA 95160 // PH. (408) 402-5681
Copyright © 2001 - 2015. All Rights Reserved. Site Hosting Provided By: wishVPS on FUMG3

In Loving Memory Of Timothy Gardner (1987-2014)