Building Brand Advocates Through Unexpected Appreciation Moments
Why Unexpected Appreciation Moments Create Loyal Brand Advocates
In today's competitive marketplace, customer loyalty is harder to earn and easier to lose than ever. Traditional loyalty programs and email campaigns can only take you so far. What makes a brand truly unforgettable is how it makes its customers feel. And nothing sparks that emotional connection like a surprise moment of appreciation.
According to a study by PwC, 73% of consumers say customer experience is a deciding factor when purchasing from a brand. But appreciation? That’s the secret ingredient that transforms happy customers into enthusiastic brand advocates.
Let’s explore how unexpected appreciation moments can help your business drive organic referrals, increase retention, and build a raving fanbase.
What Are "Unexpected Appreciation Moments"?
Unexpected appreciation moments are small, thoughtful gestures that catch your clients off guard, in the best way possible. Unlike routine loyalty points or post-sale thank-you emails, these moments are designed to create emotional resonance.
Examples include:
A handwritten thank-you card after a project finishes
A surprise birthday or anniversary gift
A small gesture of appreciation during a quiet season
Sending a useful branded item just because
These moments demonstrate you’re thinking about your customer beyond the transaction, and that’s where the magic happens.
Why They Work: The Psychology of Reciprocity and Emotion
When customers feel genuinely appreciated, they’re far more likely to reciprocate with loyalty, referrals, and glowing reviews.
Here’s why it works:
Reciprocity Principle: People naturally want to return kindness.
Emotional Anchoring: Surprises create positive emotional memories.
Differentiation: Few brands go the extra mile, so appreciation sets you apart.
And the results? Studies show that customers who have an emotional connection with a brand have a 306% higher lifetime value.
How to Build a Strategy Around Unexpected Appreciation
While spontaneity is key, strategy makes appreciation scalable. Here’s how to build your brand advocacy plan:
1. Identify Key Customer Milestones
Map out points in your client journey where appreciation can shine:
After project completion
On client anniversaries or birthdays
Post-referral thank-yous
Milestones like 6 months or 1 year of loyalty
2. Automate the Magic (Without Losing the Human Touch)
That’s where Building Raving Fans comes in. Our automated gifting & appreciation programs make it easy to send personalized gifts or handwritten cards without letting anything fall through the cracks.
You choose the strategy. We handle the execution.
3. Use Tools That Encourage Organic Advocacy
Appreciation moments are the spark. But to grow that spark into organic growth, give happy customers an easy way to share their experience.
That’s where tools like our Tap-to-Review NFC cards / Scan QR codes come in. These cards make leaving a Google review as easy as a tap, or scan helping you collect more reviews without even having to ask.
Don't Confuse Discounts with Gratitude
Appreciation isn't about cutting your price. Discounting can diminish perceived value. What your customers truly crave is to feel seen, heard, and remembered.
Check out our blog "How to Show Appreciation Without Discounting Your Services" to learn why thoughtful gifting is a better alternative.
Add Long-Term Nurture to Keep the Love Going
Appreciation isn’t a one-time thing. Our long-term nurture email campaigns keep your brand top of mind and emotionally connected, even between projects.
From helpful homeowner tips to quarterly gratitude check-ins, you’ll be the brand they remember and refer.
Build Your Brand Advocates—Without Adding to Your To-Do List
Ready to create wow-worthy moments that lead to reviews, referrals, and long-term loyalty?
Building Raving Fans helps construction and home service businesses deliver appreciation at scale through:
Tap-to-Review / Scan-to-Review QR Cards
Automated Gifting & Handwritten Notes
Raving Fans Reviews Platform
Long-Term Nurture Campaigns
👉 Let’s turn your satisfied customers into RAVING FANS. Schedule a free strategy session today.
