Quality in a service or product is not what you put into it. It is what the customer gets out of it.
There are no traffic jams along the extra mile.
As we learned in Chapter 4, service and quality are the heart of the value proposition. (Price and image, the communicators, compose the other axis and are detailed in Chapter 6.) The search for excellent quality is one of the most important business trends over the past three decades, as demanding buyers have come to expect ...