Customers return because they enjoyed the experience or the quality of the product, not because they felt as if they missed out on something. Many businesses get this wrong. They believe that customers will return to get something they may have missed or felt that they missed out on. But that isn’t the case. Customers return because they enjoyed the product or the experience. They don’t have a compulsion to “do it over” if something didn’t live up to expectations. Think about it, if something doesn’t live up to your expectations, do you redo the experience until it does? Generally not. You give up and move on. Customers do the same. So don’t think that by not giving your customers what they expect that you’re guaranteeing that they return. In fact, you’re doing the opposite.