Making routine customer experiences fun

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<namePart>Rao, Jay</namePart>
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<abstract>Businesses are increasingly trying to enhance customers' experiences, but that's not easy when dealing with scenarios that are inherently routine. The authors relate how three companies have been successful at injecting fun into seemingly neutral environments</abstract>
<note type="statement of responsibility">Ivor Morgan and Jay Rao</note>
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<text>nº 1,Vol. 45, Fall 2003 ; p. 93-95</text>
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