🎉 Celebrating 10 Years of Excellence in Leadership and Community 🎉

In today's Biz Pulse, gain insight into how:

• Delighting customers with what they don’t know they want can turn satisfaction into unwavering loyalty and drive long-term success.

• Customer loyalty is evolving into inevitability, as businesses focus on advocacy, unforgettable moments, and irreplaceable value.

• Redeeming broken industries, not reinventing them, can build trust and transform outdated processes into customer-first experiences.

Each of these articles is penned by members of Forbes Business Council, successful business owners shaping the future of business.

Let’s dive in!

Give Customers the Unexpected: The Key to Runaway Success

In business, memorable success can be achieved by serving customers with unexpected delights. This involves providing a product or service users didn't know they needed, propelling them from mere satisfaction to astonishment and increasing customer loyalty.

Here’s all you need to know:

📱 Smartphone Revolution: A sterling example of giving customers what they didn't know they wanted is Steve Jobs' creation of the iPhone. His genius innovation led to ubiquitous smartphone use and pushed Apple to a worth of over $3 trillion as of 2025.

📊 Discover Hidden Desires: Understanding your clients’ needs requires deep customer knowledge. Data mining can reveal unaddressed pain points, presenting a chance to meet those underlying needs. Cases in point? Uber and Netflix.

➡️ Unforeseen Solutions in Housing: Providing unexpected services in an apartment rental company, such as offering Hawaiian shave-ice machines on properties to create community, and introducing energy-saving measures, leads to tenant satisfaction.

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Customer Loyalty is Dead—Here’s What Really Keeps Customers Around

In 2025, customer loyalty is officially obsolete. Today’s consumers aren’t unfaithful—they’re rational. The culprit? Innovation-driven convenience that redefines expectations. If your business is still clinging to loyalty programs, it’s time to pivot to something better: customer inevitability.

These four trends shattered traditional loyalty:

💳 Subscription Upheaval: Cancel-at-will subscriptions have reconditioned customers to minimize commitment.

🛍️ Amazon-Inspired Expectations: Instant gratification and convenience are now baseline requirements.

⭐ Social Proof Takeover: Reviews outweigh brand reputation, shifting loyalty to the court of public opinion.

What works today?

• Unforgettable Experiences: Example: Ritz-Carlton doesn’t rely on points; they craft share-worthy memories.

• Ecosystem Lock-In: Apple’s suite of services ensures switching feels impossible.

• Community Belonging: Harley-Davidson builds lifestyle tribes, not just customer bases.

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Build Brands That Heal: Why Redemption Beats Reinvention

Rather than inventing something new, building a successful brand might mean fixing what's broken. Redemption—not invention—is a powerful approach for solving consumer pain points, rebuilding trust, and transforming outdated industries into customer-centric experiences.

These startups found success by addressing these wounds:

👓 Warby Parker: Simplified eyewear with customer-first convenience and transparent pricing.

🏦 Chime & Brex: Reimagined consumer and business banking with tech and trust at the forefront.

🚗 Carvana: Disrupted car sales through fair pricing, transparency, and seamless service.

To redeem a broken industry:

• Earn Trust: Lead with empathy, transparency, and customer-first processes.

• Solve Pain Points: Fix industry-specific issues like long wait times or unclear pricing.

• Build Better Systems: Focus on experience improvements that alleviate emotional "scars."

Read The Full Article >

Wrapping Up

If these articles sparked your interest, we have a network that you will love: Forbes Business Council.

This exclusive, vetted community brings together seasoned business leaders — founders, CEOs, partners, and other senior-level leaders of successful companies.

Put yourself at the forefront of innovation with access to publishing opportunities on Forbes.com, a personalized, SEO-friendly Executive Profile, and the chance to network with other respected leaders in the field.

Join Forbes Business Council today, and become part of a group driving meaningful innovation in business.