Air travel is an elevated time to shake and move above the clouds. Elevation makes us all feel successful, so hammering on some work or catching up on a good read/listen/watch feels great, but a nap is just as nice.
Think back to the last time you warped time by catching a mid-flight nap. Suddenly, a flight attendant shatters your peaceful slumber—not to share a friendly update for passengers but to rattle off a forced sales pitch for their branded credit card. Ouch.
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Attention is hard to earn.
If you have it, don’t waste it.
Now, imagine an alternate scenario. Instead of unwanted interruption followed by an impersonal script that makes us feel like prisoners instead of appreciated customers, what if the same offer felt more like a special little gift?
How might it feel to hear that you have been selected to receive a free beverage or tasty snack, paired with that same credit card application as a convenient napkin? This tasty presentation would naturally snag the attention of nearby passengers. As word of mouth amplifies interest, similar offers could be made for those willing to complete the silly credit card application. Engage or don’t, but this quiet surprise feels less forced and can become more of a complimenting gesture to show customer appreciation.
That’s just a thought exercise, but we’ve all sat in situations where we were part of a captive audience. There is a fine line and a big difference between adding or detracting from an experience after interest is sparked or sales are made.
How do we treat our existing customers? Do they get attention only when there are issues or you have more to sell? How might we inspire more lasting joy by slowing down, setting efficiency aside, even letting go in a way? Instead of being careless with earned attention, consider unexpected ways to delight customers, which will remind them why they chose you in the first place. Giveaways, handwritten notes, or any gesture that shows you care will retain better customers.
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“Once you wow an audience, the same trick may not work anymore.” -Seth Godin, Free Prize Inside
How we treat existing customers sets the scene and determines the realities of attention retention. When customers feel thoughtfulness, they will stick around because they care as much as you do. This translates into customer retention because true fans take pride in staying connected. They have more patience when issues arise and get excited to share your charming work with others.
1 Comment
Ben McDougal · July 8, 2026 at 4:59 PM
ORIGINAL WRITING – 5/1/2023
I was catching a quick nap on a recent flight.
All the sudden, our flight attendant broke the peaceful silence. Not to share a friendly update for passengers, but to rattle off a forced sales pitch for their branded credit card. Ouch.
Now, let’s imagine an alternate scenario. Instead of an unwanted interruption followed by an impersonal script that makes most think less of the brand treating us like prisoners instead of customers, what if the same offer felt more like a gift? Like a special surprise? Something that makes you feel appreciated!
For example, how would you feel if you were told that you were selected to receive a free adult beverage or tasty snack, paired with the exact same credit card application?
Whether you decided to apply or not, the complementary surprise was just to say thanks for being a valued customer! This personalized presentation would naturally snag the attention of nearby passengers. As word of mouth amplifies interest, similar offers could be made for those willing to complete a credit card application.
That’s just a thought exercise, but we’ve all sat in situations where we were part of a captive audience. Whether by choice or not, there’s a fine line and a big difference between an experience that adds or detracts from an experience after the sale.
How do you treat your existing customers? Do they only get attention when there’s issues or you have more to sell? Perhaps there’s untapped creativity that could inspire more lasting joy by letting go?
To spark fresh creativity, consider a quest to delight customers in unexpected ways. Giveaways (without obligation) are an easy way to see how existing customers may react. Impromptu phone calls, handwritten notes, and basically any gesture that shows you care, will naturally retains better customers as well.
As this thoughtfulness is felt within your customer’s experience, more true fans will stick with your team because they care as much as you do. This translates into customer retention, because true fans take pride in staying connected. They have more patience when issues arise and get excited to share your charming work with others.
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