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Responsive customer service is designed to foster commitment and trust. Yet when most people hear the phrase “customer service,” their typical understanding is from the end user’s point of view. But we must remember that customer service — and...
Social proof is a term coined in 1984 by author Robert Cialdini in his book Influence: The Psychology of Persuasion. It’s a phrase that describes the power of social influence. In Cialdini’s words, “The greater the number of people who find an...
Most everyone has heard of a challenger brand. Think about IKEA. The Swedish company that single-handedly transformed the designer furniture space when they created a brand that offered accessible, flat-pack furniture for a highly affordable price. Or Airbnb, who...
