Join Vince Magnini as he offers some practical ways to create a culture in a small business in which a continuous stream of customer surprise ideas can be generated and implemented. Customers often enter service transactions with predetermined ‘mental scripts’ regarding how they predict the transactions will unfold and are not paying close attention. In order to gain their full attention, firms must find ways to surprise consumers; that is, firms must spawn script deviations for them. Research indicates that these script deviations can cement consumer loyalty.
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