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Delivering Knock Your Socks Off Service, 5th Edition by John BUSH, PERFORMANCE RESEARCH ASSOCIATES

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37Keep It Professional

“Every job is a self-portrait of the person who did it. Autograph your work with excellence.”

—From a poster in an auto repair shop

Today, it’s common to hear executives and managers proclaim, “Customers are our best friends.” But Knock Your Socks Off Service professionals know that, for all the light banter and personal fanfare, there’s a critical difference between being friendly and having a friendship.

A friendly transaction is a clear and understandable goal in any business—treating customers courteously, attentively, and professionally mimics the “transactional treatment” we would give to a close personal friend (and, in doing so, greases the wheels of commerce).

A friendship, on the other hand, is a relationship ...

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