Surprise! : : The secret to customer loyalty in the service sector / / Vincent P. Magnini.
Modern consumers are bombarded with information from every angle. They can't handle it 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--spawn mental script deviations for t...
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| Superior document: | Marketing strategy collection, |
|---|---|
| VerfasserIn: | |
| Place / Publishing House: | New York, New York (222 East 46th Street, New York, NY 10017) : : Business Expert Press,, 2015. |
| Year of Publication: | 2015 |
| Edition: | First edition. |
| Language: | English |
| Series: | 2014 digital library.
Marketing strategy collection. |
| Online Access: | |
| Physical Description: | 1 online resource (122 pages) |
| Notes: | Part of: 2014 digital library. |
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Table of Contents:
- Part I. Your customers are usually not paying attention
- 1. Information overload
- 2. Script deviation
- Part II. Surprise!
- 3. Stories from the hotel sector
- 4. Surprises in many forms
- 5. Novel surprise ideas
- Part III. Generating surprise ideas: an employee's perspective
- 6. Employees' motivation to surprise
- 7. Employees' ability to surprise
- 8. Expertise awareness in organizational relationships
- 9. Expertise access in organizational relationships
- Part IV. Generating surprise ideas: a customer's perspective
- 10. Rapport building with your customers
- 11. Feedback from your customers
- 12. Scanning the business environment for surprise ideas
- Final thought: 3 + 4 = 9 or 10
- About the author
- Notes
- References
- Index.