Chapter 1


What Is Service Excellence?

We have to give people a reason to come to us and keep coming back. We are going to treat them like royalty. We are going to wow them and service the hell out of them and have the customers believe that the only reason we got up in the morning was on the chance that they would grace us with their patronage.

—Paul Saginaw, Zingerman’s cofounder


Has anyone reading this book had a service horror story you would like to share? Put another way, is there anyone who has never had a terrible, frustrating experience? Recalling these abysmal experiences is easy. We wonder how many examples ...

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