A: Set the pace and rule the race. Seek new ways to differentiate, new ways to surprise and delight your customers.

Make your service systems so strong that everyone looks like a genius.

Giving great service requires the right people and the right service tools.

Sometimes we become so expert in our own domain, we forget that customers may be less familiar.

If you only give back what you get from other people, you're not giving as much as you can.

When things go wrong, your best recovery effort is required. But don't just provide the missing piece (that's the recovery), also provide uniquely personal assistance (that's the memorable effort).

Instead of just asking 'How did I do?' ask 'How can I do more?'