Having gone on at length about the various theoretical and practical elements of giving great service, about the value of clarity and a coherent structure, training and active measurement, I want to wrap up by reminding myself and everyone else that great service is still given – and will always be given – one customer at a time. Though statistics and systems are great, it’s imperative to remember that unless you have an ad budget the size of the state of Texas, you aren’t going to win over customers in demographic segments. They come in, are engaged, and are won over one by one. Seemingly small things like going the extra mile, remembering customers’ names, noticing a nice order and saying “thanks,” taking time to show a new customer around our place of business – those individual acts are still the things that make great service a reality.

Ari Weinzweig, Zingerman’s Guide to Giving Great Service

-Brandon