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Surprise! by Vincent P. Magnini

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PART II

Surprise!

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This section details how to create customer surprises that will trigger delight and loyalty. Customer surprises can come in many forms and can cost your business little or no money. A constant stream of new surprise ideas are needed for two reasons: (1) repeat customers can only be surprised once by a given tactic, and (2) your competitors will eventually copy your best ideas. Your firm’s ability to generate and implement a steady flow of surprise tactics can serve as a sustainable competitive advantage.

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