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The Customer Service Solution: Managing Emotions, Trust, and Control to Win Your Customer’s Business by Richard Chase, Sriram Dasu

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CHAPTER5

SEQUENCING THE EXPERIENCE

 

If you don’t have a strong finish to a film, you are in serious trouble. It can be explosive. It can be a bang or a whimper, but it better be memorable, or else people will remember very little about the movie. If a movie has a riveting conclusion, audiences are happy to overlook earlier flaws. By contrast, if the picture has a bummer of an ending, people forget almost everything they liked about the film.

—Robert Towne, Screenwriter1

Imagine that the organizers of a Fourth of July pyrotechnics display, in a moment of exuberance, decided to reverse the order in which they trigger the fireworks. They would present exactly the same show but as if it were in rewind. It simply wouldn’t be the same experience. ...

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