haku: @author Chase, R. B. / yhteensä: 11
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| Tekijä: | Chase, R. B. Dasu, S. |
| Otsikko: | Want to Perfect Your Company's Service? Use Behavioral Science |
| Lehti: | Harvard Business Review
2001 : JUN, VOL. 79:6, p. 78-85 |
| Asiasana: | BEHAVIOURAL SCIENCE CUSTOMERS RESEARCH |
| Kieli: | eng |
| Tiivistelmä: | In this article, the authors translate findings from behavioral-science research into five operating principles. First: the ending is far more important than the beginning of an encounter because it's what remains in the customer's memory. Second, get the bad experiences out of the way early: in a series of events, people prefer to have undesirable events come first and to have desirable events come last. Third, segment the pleasure, combine the pain: since experiences seem longer when they are broken into segments, it's best to combine all the boring or unpleasant steps of a process into one. Fourth, build commitment through choice: people are happier when they believe they have some control over a process. And fifth, give people rituals and stick to them: most service-encounter designers don't realize just how ritualistic people are. |
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