The Bottom Line

Read time: 3.5 minutes.​
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Hey Reader!

Today I want to dive into something we often overlook in the pursuit of growth and revenue: the customer experience. Sure, we all know it’s important, but how many of us really go the extra mile to ensure our customers/clients leave not just satisfied but thrilled? I had an eye-opening moment recently that tied two things together—the story of Amazon’s relentless focus on customer loyalty and a real-world experience I had at a random tea shop.

Let’s get into it.

The Amazon Experience: It Wasn't Always About Profit

Amazon, the e-commerce giant we all know and use, wasn’t always the massive profit machine it is today. For most of its early years, Amazon wasn’t even profitable. Jeff Bezos, the founder, operated on a principle: put the customer experience first.

Now, that sounds like a no-brainer, but here’s what I found fascinating. Bezos was so committed to this idea that Amazon would bleed money just to make sure the customer had the best possible experience.

Need next-day shipping? They built their own fulfillment centers, even if it meant astronomical costs. Shopping for an item you’ve already bought? Amazon alerts you so you don’t end up with duplicates. Want the best deal, even if it’s not from Amazon? They’ll show you options from other sellers on the marketplace.

Why? Because Bezos knew that loyal customers are worth more than any short-term gain. This approach didn’t make them profitable in the beginning, but it built customer loyalty so deep that people now turn to Amazon first for almost anything. I’m willing to bet most of us barely look elsewhere when we’re shopping online, and that’s no accident.

Amazon built an empire on long-term thinking, investing in loyalty and user experience rather than just profit. And it’s paid off in spades.

The Power of Experience: A Tea Shop’s Unexpected Play

Now, this Amazon story got me thinking about my own experiences with businesses that prioritize customer satisfaction over immediate gains. Just the other day, I had a similar “wow” moment in, of all places, a tea shop.

Let me paint the picture: My family and I were on a road trip and we stumbled across this highly-rated tea shop in Idaho. We decided to make a detour to check it out. From the moment we walked in, the experience was exceptional. The staff greeted us warmly, engaged in conversation, and walked us through their unique menu.

But here’s where it gets interesting. As I was about to pay for our $50 worth of teas, the owner said, “I’m not allowed to take your money yet.”

Excuse me, what?

He explained that since it was our first time, we had to try the drinks first—and only if we loved them would he accept payment. If we didn’t, they’d make new drinks until we found something we liked.

Mind…. Blown.

Then, to top it all off, when everything was perfect, the owner handed over the drinks and said, “This one’s on us.” I tried to pay, explaining that I wasn’t local (I lived 5.5 hour away) and probably wouldn’t be back. But he didn’t care. All he asked was that if I ever made the trip back to the area in the next five years, I’d stop by again and pay for drinks then.

No ask for a review. No pressure. Just pure generosity and trust in the experience.

You better believe I wrote that review on social media—and here I am, telling you this story.

What Can We Learn From These Stories?

So, what can we, as business owners and marketers, take away from the Amazon strategy and my random tea shop experience?

1. Customer Experience Is King

Both Amazon and the tea shop prioritized the customer’s long-term happiness over short-term gains. Amazon could’ve made more money faster by not warning customers about repeat purchases or by pushing its own products harder. The tea shop could’ve just taken my money upfront, like most businesses.

But both businesses realized that if you give your customers an incredible experience, they’ll not only return—they’ll advocate for you.

Take a moment to reflect on your own business. Where are you cutting corners on customer experience? What can you do to make sure every interaction feels special, even if it costs you a bit more time or money upfront?

2. Loyalty Is More Profitable Than Acquisition

Here’s an important truth: It’s easier and cheaper to keep an existing customer than to acquire a new one. Jay Abraham always said there are only three ways to grow revenue:

• Sell more of what you’re already selling.
• Get customers to upgrade to a higher-ticket offer.
• Get customers to buy from you more frequently.

Notice how none of these involve acquiring brand-new customers. The real money is in keeping the customers you already have engaged, happy, and coming back for more.

3. Long-Term Thinking Beats Short-Term Gains

Whether it’s Amazon investing billions into its infrastructure or a small tea shop giving away drinks to strangers, the strategy is the same: Think long-term. It’s easy to get caught up in the hustle of making the next sale, but building a loyal customer base takes patience, time, and a lot of trust.

Think about your business—what can you offer that makes people feel like they’re getting something special? How can you create an experience that keeps them coming back, even if it’s months or years down the road?

4. Surprise and Delight

One thing that stood out in both stories is the element of surprise and delight. Amazon surprises customers by warning them about repeat purchases or offering a better deal elsewhere. The tea shop delighted me by not letting me pay until I was satisfied and then gifting me the drinks altogether.

These unexpected moments stick with customers. In your business, think about how you can add a “surprise and delight” factor. Maybe it’s an unexpected bonus, a personal note, or a free upgrade. These little touches make all the difference.

Wrapping It Up: Focus on the Experience

At the end of the day, the success of your business doesn’t just depend on how many customers you get in the door—it depends on how well you treat the ones you already have. Amazon, one of the world’s largest companies, built its empire on customer loyalty, not quick profits. And that small tea shop in Idaho? They’ve earned a loyal fan who will never forget them.

So, as you’re building and growing your business, think beyond just making the next sale. Focus on creating unforgettable experiences that keep people coming back, even when you’re not there to ask.

Have a great week

Nic “surprise and delight” Kusmich

PS. Speaking of which, if you’ve read all the way this far, I’d love to gift you a program I currently sell for $3000 (well $2880). It’s the live recordings of an event I hosted called Million Dollar Memberships, which reveal the secrets behind a $6M a year membership site.
Go HERE and use coupon code “surprise” to get it free. Enjoy!

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