Preview
This section details how to create customer surprises that will trigger delight and loyalty. Customer surprises can come in many forms and can cost your business little or no money. A constant stream of new surprise ideas are needed for two reasons: (1) repeat customers can only be surprised once by a given tactic, and (2) your competitors will eventually copy your best ideas. Your firm’s ability to generate and implement a steady flow of surprise tactics can serve as a sustainable competitive advantage.
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