• by Chad Little , April 13, 2010

I'm not a big fan of using those little punch cards that attempt to create customer loyalty, like the ones my local rice bowl joint likes to use to make sure I keep coming back. A big part of the problem is I just can't stand tracking the thing. And let's be honest here; the punch card isn't going to change my habits. I'm still going to eat at the place because I like their product.

However, customers that participate in the punch card program will now have a rightful sense of entitlement; should someone not properly punch their card they're going to be upset. Now add in the effort that goes in to tracking and reconciling the submissions for a free meal. It just becomes a big hassle for all those involved.

Contrast this experience with a very similar restaurant. Not my everyday spot, but a new place that I happened to visit due to meetings in a new part of town. The owner decided to take a different path. His idea was to surprise me or maybe he just didn't want to take the time to track those punch cards. I walked in and one of the individuals behind the counter said, "Hey ... I see you in here all the time ... how about we make this one on us?" Wow! What a surprise!

Think about the value exchange here. Instead of me needing to track the loyalty card and getting upset if I forgot it (or even worse, if I lost the thing!), the owners made the process that much easier on me. In turn, they've empowered their people to make decisions on their own to brighten my day.

How much value do you think the owner got in exchange? Is anyone going to blog about a free meal after 10 stamps on their punch card? Or better yet, tell their friends about their experience? Probably not. But people will blog about getting a free lunch, and they will tell all their friends about it. Guaranteed. What should we take away from this experience?

• Be unexpected with your customers via your customer service group. Empower them to make random decisions about providing free "hugs" for their clients. Let them know it's okay and give them a budget to work with. The value gained through customer loyalty and word of mouth is far greater than the costs if you were to analyze it.

• Be unexpected in your advertising programs. Stay away from decision by committee, text laden, uninspired campaigns. Take a look at this display ad. Quick and to the point -- I wasn't expecting that at all. You need to stand out to get attention.

• Be unexpected in your marketing materials. A venture capital friend of mine recently posted a comment on his Facebook page about a sign he saw at a storefront in the Denver airport: "Unattended children will be given a free espresso and a free puppy." Which do you think gets you to your intended goal faster? A note like this or a common, generic "Don't leave your kids unattended" sign? Which do you think has your friend tapping you on the shoulder saying, "Hey, you gotta see this?"

• Be unexpected in your job postings. Your potential customers are no different than your potential employees. While unemployment is down overall, it's not for those people who add real value. It's crowded. You have to stand out, and allowing your culture to show through in your job postings not only helps you gain attention but you also create an automatic filter. Those who are drawn to your culture are likely to be the right employee ... the one that sticks!

• Grab that person that works for you, the one that's doing an outstanding job. Surprise them by letting them know they have tomorrow off, and you've contacted their family to coordinate a day of fun. This goes further than you can imagine than any planned or expected perk.

Being safe in today's market is just the opposite. You might feel you're doing something that will help you retain your job, or reach that next conversion goal. That's not the case. What might feel like a real risk is just the opposite. You can't afford to be safe.