The Hindu Business Line : Consistently delight by exceeding expectations bookmark

Imran Syed’s Wowability ( www.wiley.com) is all about how brands become successful. He defines the title-word as the ability to consistently delight by exceeding expectations. “It is a fact that consumers have a set of expectations for all the products and services they use. If you do not exceed these expectations, there is no real reason for consumers to choose your brand,” the author says. “If your brand is neither the cheapest nor the most stylish nor the most practical or easiest to use, why should a consumer choose it over something else?” he demands. “Put yourself in the shoes of the consumer and be brutally honest.”

Syed analyses ‘expectations’ and finds that these are the sum of values consumers subconsciously assign to every contact point a brand has. He explains how, in the consumer’s mind, there are two categories of value: functional value (the ‘perceived benefits’ that a consumer derives from using a product), and emotional value (the ‘intangible benefits’). Consumer expectations grow along with the total value provided, and a brand can become a victim of its own success. A book that can help you avert nasty surprises.

D. Murali

http://BookPeek.blogspot.com

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Consistently delight by exceeding expectations bookmark