Table of Contents
Preface vii
Secret Service Terminology xiii
Acknowledgments xv
Part I: The Customer Service Crisis 1
1 The Smoking Gun 3 Definitive proof of the return on investment in providing superior service
2 The State of Service 25 Is your company part of the customer service crisis or customer service revolution?
3 World-Class Service Sins 45 What prevents companies from being world class?
4 Service Aptitude Level 57 What level is your company?
Part II: The Customer Service Revolution 75
5 Commandment I: Service Vision 87 A clear purpose of why the business exists
6 Commandment II: Creating a World-Class Internal Culture 111 Attract, hire, and retain only the people who have the Service DNA
7 Commandment III: Nonnegotiable Experiential Standards 133 Experience standards everyone must follow
8 Commandment IV: Secret Service Systems 149 Utilizing Customer Intelligence to personalize their experience and engage and anticipate their needs
9 Commandment V: Training to Provide a World-Class Customer Experience 181 Systems and processes that remove variation and provide a consistent customer experience
10 Commandment VI: Implementation and Execution 205 How to go from ideas on paper to consistently executed concepts
11 Commandment VII: Zero Risk 219 Anticipating your service defects and having protocols in place to make it right
12 Commandment VIII: Creating an Above-and Beyond Culture 243 Constant awareness and branding of how to be a hero
13 Commandment IX: Measuring Your Customer’s Experience 271 What gets measured gets managed
14 Commandment X: World-Class Leadership 295 Walking the talk
Index 315
