In Tom Peters’ book, ‘The Little BIG Things’, one chapter deals with a request from Stamford University Graduate School of business that was bungled due to lack of attention to detail. It is an important customer satisfaction lesson. The Devil is in the details.

Tom Peter’s book, The Little BIG Things, 163 ways to pursue Excellence starts in the first chapter with an excellent customer satisfaction story related to restaurants. It isn’t the food, the service or the friendliness of the staff that brings him back over and over again. The key factor is surprising. It makes us all realize that we really need to know what our customers value.

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