Imperative 1: Find and Retain Quality People; 1 Recruit Creatively and Hire Carefully; 2 Keeping Your Best and Brightest; Imperative 2: Know Your Customers Intimately; 3 Why Customer Satisfaction Isn't Enough; 4 Listening Is a Contact Sport; 5 A Complaining Customer Is Your Best Friend; 6 Little Things Mean a Lot; 7 Learning from Lost Customers; Imperative 3: Build a Service Vision; 8 The Power of a Service Strategy; 9 Getting Your Vision Down on Paper; 10 Service Standards Build Consistency; Imperative 4: Make Your Service Delivery Processes ETDBW (Easy to Do Business With)11 Effort: The Achilles' Heel of Customer Experience; 12 Making Service Delivery Processes ""Happy""; 13 Measure and Manage from the Customer's Point of View; 14 Serving Online: When Clicks Replace Bricks; 15 Add Magic: Creating the Unpredictable and Unique; 16 Make Recovery a Point of Pride; Imperative 5: Train and Coach; 17 Start on Day One (When Their Hearts and Minds Are Malleable); 18 Training Creates Competence, Confidence, and Commitment to Customers; 19 Thinking and Acting Like a Coach; Imperative 6: Involve, Empower, and Inspire20 Fostering Responsible Freedom; 21 Removing the Barriers to Empowerment; 22 Inspiring Passion for the Customer; Imperative 7: Recognize, Reward, Incent, and Celebrate; 23 Recognition and Reward: Fueling the Fires of Service Success; 24 Feedback: Breakfast, Lunch, and Dinner of Champions; 25 The Art of Interpersonal Feedback; 26 Incenting Great Service; 27 Celebrate Success; Imperative 8: Set the Tone and Lead the Way; 28 Great Service Leaders Foster Trust; 29 Great Service Leadership in Action