CONTENTS
Introduction ix
Rule 1 Be Prepared to Break Traditional Rules 1
Rule 2 Create the Right Culture for Service 5
Rule 3 Learn How to Update Your Customer 9
Rule 4 Serve People, Not Shareholders 12
Rule 5 Put the Right People in the Right Place at the Right Time Doing the Right Thing 15
Rule 6 Learn Something New Every Day 19
Rule 7 Compete Only Against Yourself 22
Rule 8 Stop Overthinking Customer Service 25
Rule 9 Ask Yourself These Two Critical Questions Every Day 28
Rule 10 Find a Way to Say Yes Even When the Answer Is No 30
Rule 11 Love Your Critics 34
Rule 12 Create Your Dos and Don'ts of Service 38
Rule 13 Exploit Your Customer's Pain Points, but Never Exploit Your Customers 41
Rule 14 Don't Be Zappos to Your Jack Welch Customers 47
Rule 15 Make Your Customer Service a Human Interaction 50
Rule 16 Micromanage Every Day 53
Rule 17 Do Customer Service on Day One of the Job 57
Rule 18 Be the Worst on Your Team 61
Rule 19 Forget the Golden Rule 64
Rule 20 Map a Clear Journey to Great Customer Service 66
Rule 21 Do a 60-Second Customer Experience Evaluation 69
Rule 22 Develop 20/20 Vision for Exceptional Customer Service 73
Rule 23 Accept That You Can't Please Everyone 76
Rule 24 See Yourself as a Customer Service Leader 79
Rule 25 Use Positive Words to Win Customers 82
Rule 26 Learn to Deal with Fulfillment Problems 85
Rule 27 Repeat, Repeat, Repeat, and Then Repeat Again, with Purpose 88
Rule 28 Eliminate Three Words from Your Vocabulary 91
Rule 29 Be Lovable to Your Customers 93
Rule 30 Cure Yourself of the Between 11 and 5 Syndrome 96
Rule 31 Don't Rush Technology to Fix Service Problems 99
Rule 32 Embrace Your Service Imperfections 101
Rule 33 Customers Are Not Always Right, but They Are Always Customers 104
Rule 34 Change How You Think About Customer Service 107
Rule 35 Really Get to Know Your Customers 110
Rule 36 Teach Your People to Engage with Customers 113
Rule 37 Create a Manifesto for Service 116
Rule 38 Take Care of Employees so They'll Take Care of Customers 119
Rule 39 Make Data-Driven Customer Decisions and Take People-Centric Action 122
Rule 40 Customer Experience Is More Important than Advertising 125
Rule 41 Make Consistency a Critical Customer Metric 128
Rule 42 Make Sure Your People Take Care of Themselves 131
Rule 43 Dispel Customers' Fear of Customer Service 135
Rule 44 Learn How to Earn Your Customer's Loyalty 137
Rule 45 Forget Mission Statements; Create Action Statements 140
Rule 46 Get the CEO Interacting with Customers 143
Rule 47 Learn to Obsess over Customers 146
Rule 48 Define Customer Focus for Your Company 149
Rule 49 Let Data Drive More Informed Service 153
Rule 50 Focus on the Value of Great Service Experience 156
Rule 51 Make Customer Service a Daily Priority 160
Rule 52 Shift from Reactive to Proactive Service 163
Rule 53 Get Social and Personal with Customers 166
Rule 54 Stop Creating Conflicts for Customer Service 169
Rule 55 Build a Customer Experience Wonder of the World 171
Rule 56 Train Even When There's No Time to Train 175
Rule 57 Remember the Most Important Team Building Hour of the Day: Lunch Hour 177
Rule 58 Provide a Real Service to Your Customers 179
Rule 59 Don't Just Answer the Phone; Do the Right Thing 184
Rule 60 Take a Break, Wander Around, and Have Some Fun 186
Rule 61 Be a Force for Change 189
Rule 62 Keep Your Customer Relationships Fresh 192
Rule 63 Master the Art and Science of Customer Experience 195
Rule 64 Optimize Your Digital Experience 198
Rule 65 Get to Know a New Customer Every Day 203
Rule 66 Start Every New Employee in Customer Service 205
Rule 67 Allow for Random Acts of Wow 208
Rule 68 Get a Reality Check 210
Rule 69 Create Customer Experience Disruption 213
Rule 70 Stop Making Resolutions; Start Making Service Better Today 216
Notes 219
Index 223
