Halloween is upon us here in the U.S., and there’s much to be learned beyond costumes and candy. In fact, the timeless tradition of trick-or-treating offers some insightful lessons for creating exceptional customer experiences. Just as a well-decorated house wins over the neighborhood’s costumed crowd, brands that invest in strong CX practices can win lasting loyalty. So, let’s have a little fun this Halloween with a CX practitioner’s guide to trick-or-treating—no tricks, all treats.
1. Be Welcoming, Not Spooky
The first rule of trick-or-treating? A warm welcome. You can tell from a distance which houses are going all-in on Halloween, drawing trick-or-treaters with friendly decorations and glowing porch lights. In the same way, a great customer experience starts with a welcoming atmosphere. From easy-to-navigate websites to approachable staff, make sure your brand feels inviting right from the start. If you create a comfortable and engaging environment, customers are more likely to stay and explore rather than run away in fear.
2. No Tricks, Just Treats
Halloween is all about the treats, and so is customer experience. No one wants to be fooled with empty promises or misleading offers. Whether it’s clear communication, transparent pricing, or reliable customer service, make sure that your “treats” are what you promised—and then some. Surprise-and-delight moments are great, but they should always be positive surprises. When customers know they can count on you, they’re more likely to return, just like trick-or-treaters coming back to that house that never skimps on the candy or overall spooky experience.
3. Offer the Good Candy
Let’s be honest: every trick-or-treater knows which house gives out the best candy and which hands out a box of raisins. Word spreads fast, and they’re sure to make the good candy house a top destination—both this year and next. In the world of CX, this translates to delivering real value and personalization. Understand your customers’ needs and preferences and aim to offer experiences that are not just satisfactory but memorable. Whether it’s through exclusive offers, tailored recommendations, or simply going the extra mile, be the brand that stands out for delivering something special.
4. Keep It Fun and Safe
Halloween is about having fun, but safety is always a top concern. No one wants to deal with unexpected hazards or unpleasant surprises. Similarly, a strong customer experience must balance enjoyment with security. Customers should feel safe engaging with your brand, whether it’s ensuring data privacy, offering easy returns, or providing a clear path to customer support. When customers know their experience is both enjoyable and secure, trust builds naturally.
5. Inspire Word-of-Mouth Marketing
The best houses on Halloween don’t need to advertise; word gets around. Trick-or-treaters spread the news about the cool decorations, the creepy sound effects, and—of course—the best candy. It’s the ultimate form of word-of-mouth marketing. In CX, it’s all about creating experiences that customers can’t help but share with others. Positive reviews, social shares, and personal recommendations are often the result of standout interactions. If you’ve done everything right up to this point, your customers will naturally spread the word—no spooky tactics required.
6. Be Ready for Crisis Management
Lastly, let’s talk about crisis response. Sometimes things don’t go as planned. Maybe a candy bowl runs out, or worse, a disgruntled trick-or-treater leaves a surprise of their own—like toilet paper in the trees. While we hope you never find yourself in the CX equivalent of a flaming bag on your doorstep, it’s crucial to have a plan in place. Mistakes happen, but how you respond matters even more. Swift action, sincere apologies, and effective solutions can turn a bad situation into an opportunity to demonstrate your commitment to customers.
So, as you hand out candy this Halloween, take a moment to think about how these principles apply to your CX strategy. With a little creativity and a focus on delivering treats (not tricks), you’ll build lasting loyalty—long after the costumes are packed away.
Happy Halloween from your friends at Cortico-X!
Len Devanna
is the Vice President of Customer Experience at Cortico-X, offering over 25 years of expertise in digital strategy, customer experience, and transformative leadership across industries.
