Final answer:
Surprises are unanticipated behaviors or problems that customers encounter and cause frustration or confusion.
Step-by-step explanation:
Surprises are behaviors or methods that customers use that are eye-opening or unanticipated. They are specific problems that a customer encounters that cause frustration, confusion, or anger.
For example, if a customer purchases a product online and it arrives damaged, that would be considered a surprise. Another example is when a customer goes to a restaurant with high expectations based on good reviews, but receives poor service.
Companies should strive to minimize surprises for their customers by providing clear information, managing expectations, and delivering on promises.
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