I’ve never encountered a business owner or leader who said, “I wish fewer of my customers were raving fans.” We all want to maximize that special group of high-value customers who not only support our business through steady repeat purchases, but also eagerly refer new customers to us. While a great deal is known about the factors that drive customers away from a business, the attributes that lead to customer evangelism are the subject of considerable debate. That exact debate played out very clearly in two vastly different articles in a single issue of the Harvard Business Review. The titles of the two articles were “Stop Trying to Delight Your Customers” and “How I Did It: Zappos’ CEO on Going to Extremes for Customers.” ...

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