ing but bumbling attempt to answer a question he
should be able to quickly address on his own.
The caring is as important as the care to winning the cus-
tomer’s loyalty. You have to do both to succeed.
Dealing with Details
Many organizations put a great deal of time and energy into
managing and monitoring the service outcome—the check
was cashed, the operation was completed, the account was
closed. Outcomes, by and large, are easy to define and count.
But paying attention to all the little details involved in the ser-
vice process is a lot tougher. It’s difficult to identify and de-
fine, let alone measure and evaluate, everything the customer
has to go through to get to that outcome. But that’s what you,
and everyone working with and for you, must learn ...