Open AccessSH!TIFICATION or the Tendency to Fix the Wrong Things
Author(s) -
Sobia Shujaat,
Iram Tahir,
Owais Tahir
Publication year - 2023
Publication title -
nust business review
Language(s) - English
Resource type - Journals
eISSN - 2707-6601
pISSN - 2707-6598
DOI - 10.37435/nbr-20-0017
Subject(s) - loyalty , focus (optics) , psychology , sociology , business , marketing , optics , physics
When facing crucial decision-making, many managers tend to fix the wrongthings, leading to a SH!TIFICATION of the products and customer experiences. Thisarticle reviews eleven SH!TIFICATION tendencies we have and providesrecommendations on how to overcome them. A particular focus is given to the silentupdate tendency, which consists in making changes without telling customers. Thechanges are not supposed to have an impact on the customer experience, but thechocolate bar and the GPS navigation cases highlight how and why these silent updates present a risk for customer's health, safety, and loyalty.