On top of my head is the pet product ecommerce app called Chewy.  Here's how they work, if you have a dog, you go on to Chewy and sign-up. At the beginning of every month, the dog food arrives like clockwork at your home and you never have to think about it again.

 

The thing with dogs, like every living thing, they die, and they are a big part of your life and its devastating when you lose them. And because you're grieving for your loss, the last thing in your mind is to cancel your automatic dog food delivery and subscription straight away.. 

 

So, a couple of weeks later, your dog food arrives and it again reminds you again of the pain of losing of your beloved pet. Only then will you reach out to Chewy to cancel the subscription and automatic delivery.

 

This is what they do every single time it happens: They credit back the last bag of dog food. They can’t take it back for health code issues so they tell tell the customer to just give it away to anyone who needs it, again with full refund.

 

And then 2 days later you get flowers from Chewy saying: Sorry for your loss. That bouquet of flowers, maybe cost them, what? 25 bucks?

 

But at some point, this pet owner will get another dog. Guess who, will they turn to for their next dog food needs? 

 

This is called a recurring moment, things that present themselves over and over again. And Chewy has figured it out that its is important to get their customer segment reeled-in (meaning recruitment), give a good service to them while they are active subscribers (that's retention), AND more importantly take care of them after-purchase so these recurring moments would take place.

 

NOW, finding these recurring moments make up for a great CX because it ticks it off wins in all columns in the value chain of product, channel, market.