Standing in the gate area of Delta Airlines at the Dallas/Fort Worth (DFW) International Airport, I was watching the monitor to learn if my name appeared on the “upgrade to first class” list. Honestly, I was feeling totally entitled since I fly a gazillion miles a year on Delta.

Had my name not appeared, I would have been disappointed, maybe even angry. But, this time my name appeared. Today, you do not go to the gate attendant for a new boarding pass, the computer issues you a new seat assignment as you board with the first-class passengers.

The upgrade process is designed to be an affinity program—crafted to ramp up the affection of customers. No humans were involved in this historically value-added process. And, since there was no emotional connection, no expression of bigheartedness from Delta, my heart never raced; my affection meter for the brand never budged. It was as functional as a vending machine. I realized I had just participated in the mechanization of customer delight, and it completely failed to enchant. So, I did not tweet about my upgrade, nor did I tell my neighbor.

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