I was sitting in the Burbank airport waiting for my Southwest flight when the gate agent called my name and asked me to come up to see him. I did and he said he and Southwest wanted to thank me for being an A List flyer and that I would be getting a small gift from them. I selected free wifi on a flight. Southwest calls this Surprise and Delight. It did both. Well done.
Then at the other extreme we have Comcast/Xfinity. I needed to talk to them about a technical issue I was having and did not want to spend 30 minutes on chat. Try to find a phone # to call them. They make it almost impossible to call them. They claim they will call you but you must have an account # to do that. I didn’t have the #, so I just kept searching for the phone number. The website made it impossible, but fortunately my friends at Bing found it for me quickly. The technical problem was solved promptly (faster than finding the # to call). Wow how awful, but then they have an effective monopoly where I live so I am stuck with them (not that AT&T is actually any better).
What a study in contrast that day.