Calum Di Lieto Calum Di Lieto Editor, C&IT

Why the little touches are worth the investment

Calum Di Lieto, Editor of C&IT, argues that although it’s harder to measure the ROI of emotion, it shouldn’t be ignored.


Yesterday I returned from our Agency A-List FAM trip to Switzerland, and on the flight home I realised something. Small touches make a big difference.

In this particular instance, it was the bitesize amount of chocolate that SWISS gives every passenger that flies with them - even on a short-haul flight. Now this may not seem a lot, but gone are the days when airlines would give anything away for free on a flight that is less than three hours. 

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