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Service Failure by Jeff Toister

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CHAPTER 8

What Role Will You Play Today?

Emphasizing the Primary Responsibility to Delight Customers

I played many roles when I was a teenager working in a local clothing store.

On most days, I focused on delivering outstanding customer service by greeting every customer who came into my department and using my product knowledge to help customers find the perfect outfits in the right size. I tried to project a fun, upbeat attitude to help make customers’ shopping experiences pleasant and easy.

Sometimes I played the role of cashier. I still tried to deliver terrific customer service, but my focus was narrower. There was a steady stream of customers ...

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