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Marina ...Great point about identifying those who spread the word. "The Influencers".
Some really great info on Influencers in a book called Wiki Brands - Reinventing Your Company In A Customer Driven MarketPlace. You'll be surprised by some of the research.
Great to see you separate Customer Service with a discussion of Customer Enchantment. They are really what those of us in the experience field define as The Customer Experience. I also love the three examples you give to stage a "Customer Surprise", one of the most important elements of experience staging. Customer Surprise is not about exceeding customer expectations (a known element) but rather going off in new and completely different directions to WOW a Customer. Great Ideas Dave.
ps. Read both ThankYou Economy & Enchantment.
Better books on Experience Economy by Joe Pine & Jim Gilmore. Also Colin Shaw. The discuss arguments and actual frameworks and models for Customer Experience Design.