Surprise! : The Secret to Customer Loyalty in the Service Sector EPUB
by Vincent P. Magnini
EPUB
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Description
Modern consumers are being bombarded with in-formation from every angle.
They can't handle it and, consequently, tune out large portions of the information.
Consumers, therefore, often enter service transactions with predetermined men-tal scripts regarding how they predict the trans-actions will transpire and are not paying close attention.
In order to gain their full attention, firms must find ways to surprise consumers dur-ing transactions; that is, firms must spawn mental script deviations for them.
Research indicates that these script deviations can cement consumer loyalty.
This book details how to create a surprise culture in a service firm. Because a consumer can only be “surprised†by a given tactic one time and surprise ideas can be copied by competitors, a firm with a culture that generates and implements a constant stream of surprise tactics is one that has the higher edge in achieving success in the modern envi-ronment of information overload.
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- Format:EPUB
- Pages:180 pages
- Publisher:Business Expert Press
- Publication Date:05/10/2014
- Category:
- ISBN:9781631571039
Information
-
Download Now
- Format:EPUB
- Pages:180 pages
- Publisher:Business Expert Press
- Publication Date:05/10/2014
- Category:
- ISBN:9781631571039