CHAPTER 3Fickle Why Today’s Customers Are Capricious

Worry about being better; bigger will take care of itself. Think one customer at a time and take care of each one the best way you can.

Gary ComerFounder of Land’s End

John and his wife Katie were driving home to Atlanta on a Sunday evening after watching one of their children play soccer in North Carolina. “We were looking for a good place to stop for dinner after a long day of travel,” John said.

We eagerly exited the Interstate when we spotted an Outback Steakhouse sign. It was a little before 9:30 when we walked up to the front doors. The doors were locked! The restaurant’s sign stated closing time on Sunday to be 9:30. All the exterior lights were still on. NOT FAIR!

Katie quickly located ...

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