CHAPTER SIXBuilding Anticipation Into Your Products and Services
Putting Processes to Work for You
Has Starbucks CEO Howard Schultz read Catch-22? Probably. What seems less likely is that Mr. Schultz has ever signed up for his own in-store Internet service.
Micah explains:
I had some work to do while out of town, so I headed to Starbucks to try their new free WiFi.
First step: I had to get a Starbucks card in order to sign up for free Internet. Okay, I guess. I purchased the card and filled in all of my personal information via my laptop. But then I got a message from AT&T/Starbucks Internet telling me to check my email account for an access verification code so I could complete the login process and begin using my new Internet account.
Of course, ...
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