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Running Your Business:
Turning a Transaction into a Relationship - Creating the Memorable Experience
By John Hendrie & Brecca Loh

The Check-in at the Front Desk: a mechanical, soulless interaction, prompted by computer inquiry, dictated by robotic responses, and final direction down that dark corridor. Food Service: bland presentation, perfunctory placement of entrée, and perhaps a disinterested, "Bon Appetite". Retail Store: languid associate, movement an effort, haughty sales techniques, an insincere, "My, that looks fabulous on you". Ticket Taker: a sullen, "next". These are the opportunities missed to engage our Visitor, Guest, and Customer and transform a typical Transaction into a memorable Relationship. This connection guarantees high Brand Loyalty and Customer Satisfaction.

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