Surprise!: The Secret to Customer Loyalty in the Service Sector » książka
Surprise!: The Secret to Customer Loyalty in the Service Sector
ISBN-13: 9781631571022 / Angielski / Miękka / 2014 / 180 str.
Modern consumers are being bombarded with information from every angle. They can't absorb it all and, consequently, tune-out large portions of the information. Therefore, in order to gain their full attention, firms must find ways to surprise them during transactions. They must spawn mental script deviations for them. Research indicates that these script deviations can cement their loyalty. Therefore, Surprise The Secret to Customer Loyalty in the Service Sector details how to create a surprise culture in a service firm. Any owner or manager competing in one of the many service sectors would benefit from implementing the information contained within these pages.
Modern consumers are being bombarded with in-formation from every angle. They cant 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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