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My pleasure to collaborate! And thank you for evolving this discussion, looking forward to the next article then:)
Thanks David for your reply, by no means I am opposing this view, personally I've always tried to stick to this rule of 'stakeholder enchantment'. Especially in the world where any minor negative experience is spread with the speed of light, so although a positive experience would apriori be less influential and quick, in a long term if would definitely have more power.
I'm just thinking one of the shallenges in here would be the border when that extra mile becomes a norm and the expectancies naturally get higher and higher, and a company has to work harder and be more creative, especially with limited resources.
Great article and the proposed examples on going that extra mile for a customer. Although I think it needs to be pointed out, that one needs also identify the 'right' customer that will actually go on social media websites and spread the word, so in this sense the socially active ones should be targeted, otherwise it might also result in a waste of resources that might have lead to ROE but didn't.