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Author: How to Deliver Truly Great Customer Service
03 Apr 2012 EDT - CNBC.com
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GUEST AUTHOR BLOG: 'Want to Offer Great Service? Stop Trying so Hard' by Frances Frei and Anne Morriss are the authors of "Uncommon Service: How to Win by Putting Customers at the Core of your Business."

What does it take to deliver great service? That’s the question that fuels our work, and that has challenged us for more than a decade.

We live in a service economy. We give more of our money to companies that get service right. We make serious commitments to take care of our customers, and yet we’re still, for the most part, falling short. Service excellence is rare.

Here’s our take on the disconnect: it’s not about trying harder or deciding the customer is always right. It’s about setting up employees to produce great service casually, as a daily routine. It’s about embedding exceptional service into the very blueprints of a business model.

We break this process down into four categories, which we call the Four Service Truths.

Outstanding service businesses have internalized these truths on their way to producing reliable excellence:

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