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Surprise! by Vincent P. Magnini

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CHAPTER 5

Novel Surprise Ideas

Introduction

Because a patron can only be surprised by the same tactic one time, and because surprise ideas can be copied by competitors, this chapter reinforces the need for firms to derive a constant stream of new surprise tactics.

Surprising experienced customers entails choreographing many tactics

Chocolates on the Pillow Aren’t Enough, is the title of a well-crafted book written by service industry veteran Jonathan Tisch and coauthor Karl Weber.1 I completely agree that the practice of placing chocolates on hotel room pillows loses its surprise factor through time.

Suppose customer A is positively surprised ...

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