IN THIS SUMMARY
Ken Blanchard, author of The One Minute Manager and Sheldon Bowles assert that customers have long been neglected and abused by companies that they have developed very low expectations. Despite unfulfilled promises from companies, cold treatment from staff, long waits, and delayed return calls by customer service desks, customers rarely complain and keep coming back to your business, provided your competitors are not doing any better than you. What businesses need are not "satisfied" customers who will do business with you only until a better competitor comes along. To convert satisfied customers to "raving fans" for your business, you have to decide what you want your company to be, discover your client's needs and deliver consistently on your promises.