Beyond a baseline of goodness, you're better off awarding a few people a random discount or a bump up in priority than you are making something consistently (and boringly) slightly more pleasant.
-- But that only makes those few people feel happy.
Who not distribute small happy surprises among more people, (or at least among the people you want to please). Like giving EVERYBODY a little goodie once in a while, instead of a big goodie to just a few.
Or at least target the big goodies to people of influence, who are more likely to spread the word about how great you are?
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