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The overall workshop objective is to stress that in a zero growth or negative growth industry the business can't afford to lose a customer over things that are controllable like image and appearance as well as customer service. The workshop focuses 100% on how a customer views the facility and experience. The workshop exercise puts the groups in a position to rank importance of service and image. Follow up questions that the groups answer requires them to think about the problem created for the customer and the business when high standards are not met. There is also a component of how a customer rates the business based on 4 customer decision making factors: 1. Thoughts 2. Opinions 3. Feelings 4. Beliefs

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