Mr. Rosales is a true believer and interpreter of customer service. He understands the reality of the customers world and treatseveryone with human dignity. After reading his book, I first started looking for these differences in the service I received and then began applying them in the service I give. It is critical to establish not only the service attitude but to have the systems and processes as well as the best facilities you are capable of in order to deliver superior service. Kudos to you, Mr. Rosales, for making it so clear.
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