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Barbara A. Gutek and Theresa Welsh
THE BRAVE NEW SERVICE STRATEGY
Build stronger, smarter businesses by aligning customer experience, strategy, and structure into one powerful system.
Master Marketing strategies from the world's leading business books!
Core Biz Category:
Marketing
What Will You Learn?
Technology transforms service delivery but human connection remains irreplaceable – THE BRAVE NEW SERVICE STRATEGY navigates digital service evolution.
This comprehensive service technology summary and key concepts outline:
- Encounter vs Relationship - Balance efficient transactions with meaningful human connections
- Technology Integration - Use automation to enhance, not replace, personal service
- Pseudo-Relationships - Create technological interactions that feel personally meaningful
- Service Recovery - Maintain human intervention options when technology fails
2025 application: AI service agents make Gutek's human-technology balance framework more critical than ever.
Serve bravely with Click.Apply.Grow™: Audit service technology today. Identify dehumanizing touchpoints. Add personal elements. Companies balancing technology with humanity achieve 68% satisfaction gains.
Automate tasks. Humanize experiences.
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