Introduction
This chapter illustrates that surprise tactics can come in many forms.
Success is the sum of small efforts repeated day in and day out.
—Robert Collier
The previous chapter used the hotel sector to illustrate positive surprise opportunities. You might very well be thinking that it is easier to surprise a hotel guest than a guest in the sector in which you compete. After all, the window of surprise for a hotel guest often spawns 24 hours or more. The purpose of this chapter, therefore, is to demonstrate that surprise ideas are readily available in all service sectors.
There are endless ways of surprising ...
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