Book 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.
Table of contents
- Cover
- Half Title
- Title Page
- Copyright
- Contents
- Acknowledgments
- Introduction
- Part I: Your Customers Are Usually Not Paying Attention
- Part II: Surprise!
- Part III: Generating Surprise Ideas: An Employee’s Perspective
- Part IV: Generating Surprise Ideas: A Customer’s Perspective
- About the Author
- Notes
- References
- Index
- Ad page
- Back cover
Product information
- Title: Surprise!
- Author(s):
- Release date: October 2014
- Publisher(s): Business Expert Press
- ISBN: 9781631571039
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