Introduction
This chapter explains how prompting script deviations (a.k.a. surprises) in consumers is different than exceeding their expectations.
A few years ago, a colleague and I conducted a study in which we analyzed the Internet blog postings written by those describing their experiences at particular hotels. We found something quite interesting: Nearly 100 percent of the consumers who typed the phrase delightful surprise, excellent surprise, pleasant surprise, or positive surprise in their blog postings indicated in the quantitative portion of the blog site that they would be willing to recommend the given hotel ...
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