How to Serve & Keep Your Customers is the best-selling practical guide to help frontline employees and small business managers understand the principles of customer service and how to apply them in everyday interactions with customers. This revised edition shows what works best in various service contexts face-to-face interactions, telephone conversations, email communication and service failures. It also offers an easy-to-apply formula for making dissatisfied customers happy again. People in customer-facing roles in the banking, ICT, aviation, telecommunications, hospitality, health, and retailing sectors will find this book a valuable companion that motivates them to "create" happy, loyal, profitable customers.