A short, but convincing, commonsense approach to customer service. This is a valuable read for any organization or industry which works with people in any way whatsoever (which is pretty much everyone). The point is more or less that one cannot afford not to go the extra mile to please, even surprise the customer with great service. This service may take form in the ease and convenience of the customer, the preferences of the customer, or the value of product being made for the customer. The steps to follow are to first define your own vision for what your service ought to look like, identify the vision of the customers, amend your vision as necessary, take small steps toward fully implementing your vision, and exceed the customer's expectations more and more, little by little. A good, easy read.