Dilip Soman

“When one thinks about the last mile and listens to stories from consumers and citizens who have not had a great experience there, one realizes that it is not the big things that matter. It is the small things that matter. At the last mile, little things like the manner in which a decision was presented, the ambiance of the room, the phrasing of the question that people were asked, the color of the paper on which a form was printed, or the pleasantness of the agent with whom the consumer interacted are all determinants of the decision to buy products, open accounts, or, more generally, consume services. As”
― Dilip Soman, The Last Mile: Creating Social and Economic Value from Behavioral Insights