Think of a restaurant you visited in the last couple of months that was just good. Do you consider yourself as a loyal supporter of that restaurant? Would you recommend it to a friend that is visiting from another city looking for somewhere nice to go?

Why not?

Because good rarely gets rewarded. Good is expected and quickly fades from our memory. It is not a competitive advantage anymore. The reality is that there are only two types of services that can change customers’ preferences. Exceptional and bad. Anything in between will be forgotten or ignored. In this keynote, the four pillars of customer loyalty are unfolded.

• The theory of the velvet rope.
• Violating expectations with style.
• Going the extra mile: The story of a stuffed giraffe’s vacations in Rich Carlton.
• Your own mythological monster.