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Great customer experiences set and then meet expectations

Existing expectations, learnt behaviours and associations are the criteria that customers use to judge an experience from the beginning. Great customer experiences explicitly consider these factors, and exceed expectations where desirable. This chapter shows you how and when to set, meet and exceed expectations along the whole customer journey to make your experience the best it can be.

Happiness equals reality minus expectations. TOM MAGLIOZZI

A few years ago I went to a dealership to buy my dream car. I’d been constructing the fantasy since childhood, and I could see in my mind’s eye exactly how it was going to be: the fawning salesman and gleaming bodywork, the first turn of ...

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