From Impressed to Obsessed: 12 Principles for Turning Customers and Employees into Lifelong Fans

CHAPTER 19

Great Performances

As illustrated in the stories from prior chapters, the 12 Principles rarely operate independently. Knowing, for example, that a business (or a boss) is advocating for you stirs a whole array of positive emotions. Personalizing the experience (a bellman addressing you by name, based on a glance at your luggage tag) can create a pleasant surprise. Paying attention to details (like a handwritten note of apology) can help you recover in style.

The 12 Principles are synergistic. They play off of one another, like actors in a great performance or instruments in an acclaimed orchestra. When collectively employed, they equip a business (or an individual) with a powerful tool for cultivating customer engagement and loyalty. ...