This is a book about the tactics and execution of customer service, rather than strategy and academics.

Why? Because significantly more companies are under-performing due to poor execution, than are failing due to poor strategy. Too many executives over-think the simple until it becomes complicated. This book makes it basic.

You will discover:

  • Customer retention is as important, if not more important, than customer acquisition.
  • Why the "boring everyday" will make you stand out.
  • Delivering exceptional customer service and measuring customer satisfaction are no longer optional.
  • Dissatisfied customers used to tell 8-10 other people about their negative service exprience, now they tell 8-10 million!
  • What 95% of most CRM systems are missing? (Hint: The actual customer experience.)
  • Gathering service feedback should be real-time, continuous, and provided by actual customers.
  • Trendy, one or two-question surveys may have predictive value, but provide very little actionable information.
  • Recovering customers who have had a bad experience may be your highest possible ROI activity. Are you doing it?

This book focuses on the practicalities and common sense of taking care of customers and then letting them tell you how you are performing.

Volume Discounts

( prices are for books shipped in the same order )

Num. of Copies
Price per Book
Shipping and Handling
$3.50 each order, plus $1.25 per book
$1.15 per book
Free shipping

For orders more than 500 please contact Duff Road Endeavors at:

Richard D. Hanks

( President, Duff Road Endeavors )

Richard D. Hanks is the President of Duff Road Endeavors, a consulting and investment capital company. Previously he served as Chairman and President of InMoment (Mindshare) a leading customer experience optimization company for 11 years before retiring. InMoment provides survey and analysis tools that capture customer experiences and feedback on a daily basis and immediately transforms that feedback into actionable customer intelligence. He was named Entrepreneur of the Year in 2010.

Rich has been a senior executive of several Fortune 500 companies as well as several start-up ventures. His experience spans multiple industries and disciplines, including many years as an adjunct university professor and as an executive consultant. He was an EVP and Corporate Officer at Marriott, where he led the marketing strategy, sales, distribution, and revenue management efforts for Marriott's 13 lodging brands and $18 billion in system-wide sales. He also spent several years at PepsiCo’s Frito-Lay Division in Strategic Planning, and with Price Waterhouse as a CPA and management consultant. He was CEO of BlueStep prior to it being acquired in 2002. He is an author and frequent teacher/speaker at trade, academic, and professional gatherings. Rich was an adjunct professor, and taught at Cornell University for 10 years. He obtained his bachelor's degree from BYU and his MBA from Northwestern’s Kellogg School.