I wrote Be Your Customer’s Hero for one reason: It’s the book I wish I’d had during my years of owning and running retail service businesses. I’d always wanted something that showed frontline employees not just what they needed to know to be competent at customer service but what they needed to know to be great at it. I wanted a book that was easy to read and spoke realistically about the challenges they faced, that would help them take charge of their own mindset and better understand the mindset of their customers, and that would serve as both an instruction manual and a reference manual. In short, I wanted a book that would prepare my frontline employees for the difficult, unclear situations that often present themselves in the ...

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