Every February 14th, people in romantic relationships give their significant others some token of their affection. These gestures are nice, but expected. 

But a gift that's predictable will never have as much impact as one that arrives unexpectedly. Invest in an ongoing customer appreciation effort that will both delight and surprise. Consider the case of Rackspace. A caller on the phone with customer service mentioned that she hadn’t eaten all day, so the Rackspace rep sent a pizza to her office, knowing it would be greatly appreciated. Think of ways to show your customers your gratitude-;both unexpectedly and regularly.