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Surprise! by Vincent P. Magnini

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PART IV

Generating Surprise Ideas: A Customer’s Perspective

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A genuine understanding of who your customers are, what they like and dislike, and how they perceive their surroundings, aids in generating surprise ideas. Gaining such an understanding of your customers requires that you and your team establish a rapport with them, so that they feel comfortable conversing and sharing their thoughts and perceptions with you. Similarly, there are also some less-direct means of generating surprise ideas for your firm by gaining information about your competitors and their customers. Because service ideas cannot be patented, ideas located through scanning both inside and outside of your industry can be implemented in your firm.

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