Multi-Unit Franchisee Magazine Issue III, 2014 | Page 74

CustomersCount BY JACK MACKEY

Raising the Ante
on Customer Service

Wow is the emotional reaction people
have when they experience something out
of the ordinary. It makes a big difference
because when you wow customers, you
accomplish what all great marketing sets
out to do: you stand out above competitors; you make a remarkable, memorable
impact; and you create a powerful customer preference. All of these “positive
ustomer expectations today are often; it means they actually did return prejudices” can override the rationality of
dramatically higher, thanks to 28 percent more often within 30 days. price and convenience for many customers
the likes of Amazon, Zappos, Fast-food and fast-casual segments also when faced with competing choices. We
Southwest Airlines, Starbucks, saw a big