This simple psychological trick makes customers love your product

For me, it's the hotel room chocolate. I travel a lot for my job, and even still, hotel room chocolates are rare. But when one ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ 

Presented by   For me, it’s the hotel room chocolate. I travel a lot for my job, and even still, hotel room chocolates are rare. But when one surprises me in my room, waiting there on my pillow? I’m filled with complete joy. I might as well have won the lottery. Even though, objectively speaking, it’s always mediocre chocolate at best. So why does hotel room chocolate work on me (and I assume you?). Because serendipity is an incredibly powerful tool in customer satisfaction. New research shows that when you surprise someone with a product, in a good way, you boost their enjoyment of that product by up to 25%. That’s why Rutgers marketing professor Kristina Durante, who led the research, believes that just about every company should try to embrace serendipity in the customer experience. But there are rules to engagement, and sometimes serendipity can backfire. To get the full scoop on how to surprise your customers, read my story here.  —Mark Wilson   co.design This simple psychological trick makes customers love your product People enjoy content even more when it’s a pleasant surprise. But getting it wrong is a real risk.   entertainment The blockbuster global success of ‘F9’ exposes the myth of streaming’s inevitability The new Fast and Furious movie hits U.S. theaters on June 25, but its early box office—compared with Warner’s failed strategy—shows theaters aren’t dead yet.   impact Is indoor farming about to have a moment? Bowery just raised $300 million from investors, just the latest in a string of further investments into the sector. Is it ready to break out in a big way?

a message from honeywell The ideas that will shape the future are being made today Our world is getting ready for the next normal. Watch as thought leaders and executives talk innovation, adaptability, and the path forward. Stream now, free and on-demand.

There are going to be thousands and thousands of companies around the world who will need to understand their asset-level footprint very, very quickly.” Iggy Bassi, Cervest Founder and CEO READ MORE

tech This spiritual successor to StumbleUpon makes the internet fun again Stumbled takes you to random websites by clicking a button, and has a “no clickbait” rule.   tech Why the Colonial Pipeline ransomware attack is a sign of things to come From work-from-home culture to cryptocurrency’s mainstreaming, many trends are bolstering the work of ransomware criminals. And there are no easy fixes.   co.design How to turn a building into a giant battery Turning concrete into a battery might sound like an impossible concept, but the technology behind the idea actually dates back to the early 20th century.   impact ‘It was not an issue I wanted to get involved with’: Delta’s CEO on voting rights and more In a wide-ranging interview, Ed Bastian explains why Delta Air Lines took a public stand on Georgia’s new voting rights bill, and shares his views on the future of travel.   job hunting Your job search won’t go well without this one thing If you’re looking for a new job, this one thing will serve you every step of the way.   recommender These 8 innovative swimwear companies will keep you looking (and feeling) great all summer Starring eco-friendly, perfect-fitting styles from Everlane, Cuup, Summersalt, and more.     NEWS WhatsApp sues India: What you need to know​​​​​​ WhatsApp owner Facebook has sued the Indian government today over changes the country is implementing to make messaging apps less private.  The lawsuit was filed on Wednesday in the Delhi High Court after a 90-day grace period for India’s new internet regulations expired. Those new regulations state that tech companies must make private messages—including the encrypted messages sent via WhatsApp—traceable. What is traceability? WhatsApp has written a lengthy blog post describing traceability as the ability “to find out who sent a particular message on private messaging services.” That could force social media apps to turn over the names of people who share content even if they didn’t create it.  Facebook’s WhatsApp has over half a billion users in India. If it loses the case, it will either have to comply, face fines, or leave the market altogether.     FREE SPONSORED E-BOOK OF THE DAY Effective Communication Strategies In The 21st Century Click here to download your free e-book.       Support strength in journalism Join Fast Company Premium for $1   You can update your details here. If you don’t want to receive Compass anymore, unsubscribe here If you were forwarded Compass and like it, subscribe here View this newsletter online 7 World Trade Center, 29th Floor, New York, NY 10007-2195