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Surprise! by Vincent P. Magnini

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PART I

Your Customers Are Usually Not Paying Attention

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Today consumers are bombarded with more commercially generated stimuli than ever before. Therefore, as your customers move through your business, they only pay full attention if there is a deviation from what they expect (a deviation from their mental scripts). Deviations can be triggered by service failures and can also be caused by delight initiatives that you choreograph. The heightened attention during these deviations should be used to cement loyalty.

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