What's the Secret?

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 providingsuperior service
2 The State of Service 25
Is your company part of the customer service crisis or customerservice 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 Culture111
Attract, hire, and retain only the people who have the ServiceDNA
7 Commandment III: Nonnegotiable Experiential Standards133
Experience standards everyone must follow
8 Commandment IV: Secret Service Systems 149
Utilizing Customer Intelligence to personalize their experienceand engage and anticipate their needs
9 Commandment V: Training to Provide a World-Class CustomerExperience 181
Systems and processes that remove variation and provide aconsistent customer experience
10 Commandment V I: Implementation and Execution 205
How to go from ideas on paper to consistently executedconcepts
11 Commandment V II: Zero Risk 219
Anticipating your service defects and having protocols in place tomake it right
12 Commandment V III: Creating an Above-and-Beyond Culture243
Constant awareness and branding of how to be a hero
13 Commandment IX: Measuring Your Customer's Experience271
What gets measured gets managed
14 Commandment X: World-Class Leadership 295
Walking the talk
Index 315