5THE TICKET TO THE BIG SERVICE DANCE: VELOCITY, KNOWLEDGE, RECOVERY, AND SURPRISE

It doesn’t seem like such a big deal, does it? Zappos consistently provides service that is easy and accurate, it helps customers make informed choices, and it gives consumers generous and painless returns. Then again, take a moment to think about how many companies actually execute that complete service package.

I’ll even assume your business is like Zappos and you currently demonstrate all the service behaviors outlined in Chapter 4. In that case, you’re looking to take your service up a level. So what’s next? According to international studies like those done by Convergys, when a company masters ease and accuracy, its customers are looking for expedited service, ...

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