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This story started with a simple question: How do the constant requests for tips affect customer experience with a brand? As Sara Hanson, associate professor of marketing at the University of Richmond - Robins School of Business, explains it, platform providers like Square and Clover provide their point-of-sale systems with high tip defaults to businesses, and they don’t really consider consumer sentiment and how it will affect their relationship with the business later on. “As defaults go up, people might tip more, but they feel worse,” Hanson says. “There’s lower loyalty.”

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