Whats The Secret? To Providing a World-Class Customer Experience -- Contents -- Preface -- Secret Service Terminology -- Acknowledgments -- Part I: The Customer Service Crisis -- Chapter 1: The Smoking Gun -- In Denial -- Perception Is Reality -- Customer Service and Its Impact on Sales -- Irrefutable Evidence -- Stone Ages -- Service Vision- To Be the Most Customer-Centric Company in the World -- Companies and the Customers Who Hate Them -- Artificial Growth versus True Growth -- Making Price Less Relevant -- When the Brand's Message Contradicts the Customer's Experience -- Customer Satisfaction Is a Fortune Teller -- Conclusion It Is Time to Either Get on, Get off, or Get Run over -- Notes -- Chapter 2: The State of Service -- The Customer Service Crisis -- Return on Hassle -- The Bar Has Been Set -- Cracking the Code -- The Customer Service Revolution -- The Experience Formula -- Get over It! -- Customer Rage -- Customer Service Is Not Just about People -- It's All about Service -- Notes -- Chapter 3: World-Class Service Sins -- Lack of Service Aptitude -- Decline in People Skills -- Inability to Connect Employees and Jobs to Success -- Poor Hiring Standards -- Lack of Ongoing Experiential Training -- Not Letting Employees Have Input on Systems -- Failure to Implement and Execute Consistently -- Lack of a Strong Employee Culture -- Lack of Measurements and Accountability -- Focus on Artificial Growth -- Service Blunder: An Example -- World-Class in Action -- Experiential Reports -- Notes -- Chapter 4: Service Aptitude Level -- What's the Real Service Aptitude Level of Your Company? -- Company Service Aptitude Test -- Recommended Action Plan -- Notes -- Part II: The Customer Service Revolution -- Chapter 5: Commandment I: Service Vision -- Creating a Successful Service Vision -- Disney's Service Vision -- How to Create a Service Vision.

Creating a Service Brand Promise -- How Inspirational Are Your Service Brand Promises? -- Is It Expensive Coffee- or Inexpensive Rent? -- What Is Your Company's Priceless? -- A Few of My Favorite "isms" -- Personal Service Brand Promises -- Marketing Your Service Vision -- What We Do Today Impacts Our Customers' Lives -- Everyone Plays a Part in the Success of the Service Vision -- Notes -- Chapter 6: Commandment II: Creating a World-Class Internal Culture -- Why People Leave -- Disney's Approach to People Management -- Build the Culture and the Customers Will Come -- Notes -- Chapter 7: Commandment III: Nonnegotiable Experiential Standards -- Experience Tax -- Teacher Becomes the Student -- The Six Components of a Customer's Experience -- Task Focused versus Customer Focused -- Focusing More on What Drives Customer Satisfaction -- World-Class Service Is Not Restricted to Upscale Businesses -- Notes -- Chapter 8: Commandment IV: Secret Service Systems -- Brief Review -- Giving a Customer a Memorable Experience -- If You Know It, Use It -- Distinguish New from Returning Customers -- Secret Service Lawyers -- Guestology -- Secret Service for Retailer -- Whose Experience Is It? -- Secret Service Case Study: The Melting Pot Restaurants -- Peripheral Vision -- Notes -- Chapter 9: Commandment V: Training to Provide a World-Class Customer Experience -- Hard-To-Soft Training Ratio -- Shadow Training Is a Shadow of What You Need -- Customer Experience Promise -- Systems and Processes That Remove Variation in the Customer's Experience -- Million Dollar Keynote Presentation -- Only Companies That "Get it"- Want It -- A Smile Is Rare Today -- Notes -- Chapter 10: Commandment VI: Implementation and Execution -- Consistency and Continuity -- Guillotine Filtering System -- Manage the Experience -- Notes -- Chapter 11: Commandment VII: Zero Risk.

Don't Ask If You Don't Want to Know -- Fine or Okay Is Unacceptable -- Management Service Recovery Training -- How Accessible Are You? -- Problem Solved = Loyalty -- Service Recovery Quiz -- Silence Is Not Always Golden -- Notes -- Chapter 12: Commandment VIII: Creating an Above-and-Beyond Culture -- Creating Loyal Customers -- Above and Beyond Is a Matter of Service Aptitude -- The Answer's Yes . . . What's the Question? -- Anticipating and Delivering on Your Customer's Needs -- Become a Storytelling Company -- Train and Test for Above-and-Beyond Opportunities -- Customer Service Revolution -- Being a Daymaker -- Notes -- Chapter 13: Commandment IX: Measuring Your Customer's Experience -- Don't Try This at Home -- Why Measure Customer Satisfaction? -- The Enemy of "Great" Is "Good Enough" -- Five Things Learned from Talking to 100 Million People -- Measurement Can Prevent Costly Mistakes -- Word of Mouth Is Much Louder Today -- Service Recovery -- Is Customer Engagement Overrated? -- What Gets Measured Gets Managed -- The Ultimate Question -- Sport Clips -- Closing Ratio -- Can't Be All Things to All People -- Notes -- Chapter 14: Commandment X: World-Class Leadership -- Guess Who -- Habits of World-Class Leaders -- Chief Visionary Officer -- Secret Service at Home -- Daily Journals -- Blocking Off the Calendar -- Index.