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Surprise!

Surprise!


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About the Book

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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Product Details
  • ISBN-13: 9781631571022
  • Publisher: Business Expert Press
  • Publisher Imprint: Business Expert Press
  • Height: 229 mm
  • No of Pages: 180
  • Series Title: English
  • Sub Title: The Secret to Customer Loyalty in the Service Sector
  • Width: 152 mm
  • ISBN-10: 1631571028
  • Publisher Date: 05 Oct 2014
  • Binding: Paperback
  • Language: English
  • Returnable: Y
  • Spine Width: 8 mm
  • Weight: 245 gr


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