Recently I interacted with Whoop, the health and fitness tracking wearable technology company. I love the product but honestly don’t use it. (It had been gifted to me.) They had my card on file because I used it to buy alternate bands. . . And automatically renewed my membership annual rate of 450! I wrote them explaining that I don’t use it, and my job situation. . . Was promptly given a reply and refunded, no questions or hassle. That honestly surprised me. I figured I’d have to deal with a whole drama to get it back… so that was unexpected and made me feel more positively about the brand. I think that superb customer service is a major way to “surprise” people into brand loyalty. If I were ever to use that kind of wearable technology again, I would definitely go back to Whoop.