I run an online subscription-based business, so the “new client” is especially close to my heart – in particular, how to give a “new client” a great experience in order to convert them into a permanent client.

I have read articles on “gamification”, and one area that stands out is around giving customers unexpected benefits and (good) surprises. I think this is a brilliant idea – it shows that you care for the customer, and that you want to go the extra mile for them. Sometimes we can give a customer a lot of benefit at little cost to ourselves – that’s the perfect scenario for both parties.