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0 (hodnocen0 x )

EB

ONLINE

First edition

New York, New York (222 East 46th Street, New York, NY 10017) : Business Expert Press, 2015

1 online resource (122 pages)

ISBN 9781631571039 (electronic bk.)

ISBN 9781631571022 paperback

Marketing strategy collection, ISSN 2150-9662

Print version: ISBN 9781631571022

Part of: 2014 digital library

Includes bibliographical references (pages 111-119) and index

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.

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 them. Research indicates that these script deviations can cement their loyalty. Therefore, Surprise! The Secret to Customer Loyalty in the Service Sector details how to create a surprise culture in a service firm..

* customer delight * customer service * customer surprise * services marketing

001781684

full

(Au-PeEL)EBL1812333

(CaONFJC)MIL650439

(CaPaEBR)ebr10951843

(MiAaPQ)EBC1812333

(OCoLC)892799621