You've seen it in your personal life:
When someone gives you a gift, does you a favour or is continually nice to you...
... You feel an urge to repay them in some way.
Your customers feel the same as YOU.
Because here's the truth:
The urge is down to RECIPROCITY and we all fall it...
... "I'll get the next round of drinks"
... "It's our turn to invite you round"
... "We can't turn up empty-handed."
Tap into this and your customers win and so do you
Start giving your customers surprise gifts and you'll exceed their expectations of of what a company like yours is like.
They'll be happy because their experience of dealing with you is better. And as you know, happy customers stay loyal and buy more.
So treat customers as individuals (not as numbers) and enjoy all the benefits reciprocity brings.