This chapter discusses means by which to gather customer feedback, which can be used by the firm to better understand how to orchestrate surprise strategies.
If you establish rapport with your customers, they will be eager to share key information with you. The next step, therefore, is to provide avenues that make it easy for them to share this information. Also, you will need to be a good listener.
For a number of years I have been analyzing the customer satisfaction surveys collected by an outdoor recreation provider with several dozen locations. If this recreation provider were a publicly ...