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Harvard Business Review on Increasing Customer Loyalty by Harvard Business Review

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Want to Perfect Your Company’s Service?

Use Behavioral Science

by Richard B. Chase and Sriram Dasu

WHAT DON’T WE KNOW ABOUT service management? For the past 15 years, legions of scholars and practitioners have studied the subject. They’ve applied queuing theory to bank lines. They’ve deified well-run call centers. They’ve measured response times to the tenth decimal point. They’ve built cults around “moments of truth,” “service recovery,” and “delighting the customer.”

It may appear, then, that no stone in the service-management garden has been left unturned, not to mention analyzed, polished, and replaced. Surprisingly little time, however, has been spent examining service encounters from the customer’s point of view. Specifically, practitioners ...

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