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 ...
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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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Add this copy of Surprise! the Secret to Customer Loyalty in the Service to cart. $0.99, very good condition, Sold by BookHolders rated 5.0 out of 5 stars, ships from Gambrills, MD, UNITED STATES, published 2014 by Business Expert Press.
Add this copy of Surprise! the Secret to Customer Loyalty in the Service to cart. $0.99, good condition, Sold by BookHolders rated 5.0 out of 5 stars, ships from Gambrills, MD, UNITED STATES, published 2014 by Business Expert Press.
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Add this copy of Surprise! the Secret to Customer Loyalty in the Service to cart. $17.40, fair condition, Sold by BookHolders rated 5.0 out of 5 stars, ships from Gambrills, MD, UNITED STATES, published 2014 by Business Expert Press.