It's no surprise that Zappos:1) pays attention to customer service 2) markets to and communicates with customers well Below is a great example of both... it's also an example of "surprising and delighting" customers - a core mission that I believe should be baked into product and marketing strategies. When designing experiences, products and messages, the goal should be to delight your users, who in turn, become engaged brand advocates.
After a recent purchase (in which I did not opt for expedited shipping), Zappos "surprised and delighted" upgraded shipping in a clever, cute note. Few brands deliver upgraded service (surprise) and fewer communicate with fun, on-brand messaging (delight):
