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Love this post David. I've worked for a few companies who really embodied this idea of enchanting the customer and they reaped the benefits on a financial and brand loyalty basis. I do have to say that enchanting customers should be used less as a tactic and more as a part of a larger, overall philosposhy that the company all buys into. I currently work for lululemon, and one of our biggest things is to give without expectation- we give to our guests, our ambassadors, our staff and ourselves and just be content in that act of giving. Following this philosophy, the enchanment inherently becomes more authentic and thus more rich in the experience.