Coffee Chat #26 with Eric: The Power of Moments - Surprise & Delight using Customer Data

August 11, 2025

Hola from beautiful Cozumel, Mexico! 🌴

In this week’s Coffee Chat, I share an opportunity many of us are missing when it comes to growing brand loyalty — using customer data for surprise and delight incentives or experiences.

I say “many of us” because, according to a recent Vox article, 87% of marketing leaders feel that their companies aren’t utilizing the potential of their customer data.

I was reminded of this during my family vacation this week, thanks to one of the most perfect ‘surprise and delight’ experiences I’ve had as a customer. Brand loyalty can be built through what the Heath brothers call ‘the power of moments'. And as I experienced, when you have the right data, those moments can be crafted with intention — not just luck.

In this week's video, I share the story about my surprise and delight experience and how the power of that moment increased my brand loyalty with the resort.

☕️ Grab your coffee, and let’s dive in.

P.S. Surprise and delight doesn’t have to be as extreme as what I encountered this week. It could be as simple as micro rewards (small-denomination rewards with high perceived value) using gift cards and digital rewards, too.

Till next week! —Eric