In today’s global marketplace which has placed endless options at the fingertips of consumers, it is vital for businesses to have an edge that sets them apart from the competitor. Chapter one explains the significance of forging an emotional connection with customers in order to succeed where so many others fail. The key to success is not just providing run-of-the-mill customer service, but building relationships and creating memorable experiences that turn one-time customers into patrons and this chapter begins to explain how to do just that.

Customer engagement is not a “sometimes” action; it is an “every time” action, or it should be if a business wants to stand out. Using statistics and narrative examples, chapter two delves into the importance of constant engagement with customers, which includes utilizing social network sites and apps to engage customers online, as well as in face-to-face scenarios. This chapter explains that consistent customer engagement is the most valuable and least expensive way to ensure financial and on-going success and even provides personal examples to demonstrate how and why engagement works so well.

Providing unforgettable customer service isn’t just about knowing the customer; it’s also about possessing a certain amount of self-awareness, and understanding who we are as individuals. Chapter three introduces readers to the concept of Neuro-linguistic Programming and the use of representational systems, which play a vital role in our ability to connect with customers, as representational systems indicate how each of us process information and interact with others. This chapter describes the characteristics of the three representational systems, audio, visual, and kinetic, and explains the invaluable benefits that understanding each have within everyone’s lives, both personal and professional.

With chapter three setting the stage in its explanation of representational systems, chapter four takes the concept one step further by exploring both representational systems and personality types in great detail, and also in its explanation of how using information about the two can help readers connect with any individual at any level. This chapter provides readers with a series of quizzes that will help to determine their own representational system and their personality type, along with the tools to best utilize their newfound knowledge. Readers will leave this chapter with a deeper understanding of how to gauge representational systems and personality types.

Now that readers are aware of the several different personality types and have been provided the information to distinguish one type from another, they will need to know how to use the information the most effectively and chapter five provides just the information needed to do so. Using personal narratives and a series of subsections that touch upon the best way to handle each personality type, this chapter gives readers everything they will need to spark a connection with anyone they come across, regardless of their own personality type.

Although this book explores many looked-over details to maintaining consistent and outstanding customer service, it also stresses the importance of the basics. Chapter five discusses some of the basic expectations in customer service, which the author refers to as “Rules and Tools.” Although this chapter touches on the fundamentals, it provides readers with helpful stories to illustrate the points and helpful hints to be sure that even the nuts and bolts of customer service are polished.

Whether we are aware of it or not, we are constantly communicating with those around us. Chapter seven discusses the many forms of communication and how to take advantage of each of them when engaging a customer. Because communication is constantly occurring, both verbally and non-verbally, it is of great value to make certain that communication is working for us, not against us, as it can make or break a budding professional relationship. Everything from tonality, to eye contact, to body language is put under the microscope in this chapter in order to give readers a deeper understanding of how communication works and how to make it work for them.

We are given two ears and one mouth, and chapter eight helps readers understand why that may be. In customer service, it is vital that the customer feels they are being heard, and it is beyond advantageous for a company or customer service employee to listen diligently to gain helpful information from the customer. Chapter eight provides some exercises and tips to help hone listening skills so the readers can make the most of the two ears they were given.

Everyone knows that a little positivity can go a long way. Chapter nine explains how the power of positivity can help mold a customer’s perception of an individual and a company, so it is something that should be practiced non-stop in the customer service industry. This chapter also explores the art of language and the importance of using the right words at the right time to make sure that, no matter the circumstance, a customer walks away feeling they are valued and have been taken care of. Through a series of subsections, this chapter covers all the subtleties of language and how to utilize every moment spent with a customer.

When someone has taken the time to get to know your special preferences, you are going to take notice of that person. Chapter ten explains how those in the customer service industry can really wow a customer by getting to know them well enough to know what they like, their preferences. Along with providing details on how to take customer service to the next level by learning about guest likes and dislikes, this chapter also reminds readers that, in order to make a hit with the little something extra, the essentials must have been met first, and sometimes its important to do refresher exercises to be sure that the details aren’t being overlooked.

Customer satisfaction is the name of the game when it comes to successful customer service, and to satisfy a customer, you have to know what a customer wants. Chapter eleven takes a look at how to read and react to different verbal and non-verbal cues given by customers. Exceptional customer service means reading a customer’s signals, responding immediately, and doing whatever it takes to meet the needs of the customer. This chapter also discusses the import of the “hello” and “thank you” with every customer every time, as those are the beginning and end of every meeting.

At the end of the day, it is going the extra mile that will turn a customer into a patron, and chapter twelve clarifies why and how to do just that. The author explains in this chapter that in order to make magic for a guest, you must utilize some of the steps learned from other chapters (like learning preferences), and combine that knowledge with some creativity to create unforgettable moments for customers. The chapter provides readers with some helpful suggestions and also uses a personal story to illustrate how the author personally “made magic” for one of his guests.

One inevitability of life is that every single one of us will make mistakes, several actually, no matter how thorough or well-trained we are. In chapter thirteen, readers learn that it isn’t the mistake, but how the mistake is handled that will make or break an experience for a customer. This chapter gives helpful responses for customer service employees, provides exercises to help employees learn to handle mistakes quickly and appropriately and also helps educate readers on the wrong and right ways to handle a customer whenever an oversight has occurred. The chapter explains that is much more expensive to make a new customer than it is to keep one, and knowing how to handle a hiccup is invaluable in maintaining patrons.

There is a significant difference between a satisfied customer and a loyal customer, and if a business wants to thrive, it had better strive for the latter. Chapter fourteen explains that, in order to keep customers coming back for more, it is vital that customers feel they had a special experience every time, that the excellent service isn’t the exception, but the rule. Because employees are a reflection of their company, every employee must be sure that every guest feels they are a priority and that no problem goes unresolved, otherwise both the employee and the company are losing out. This chapter provides readers with everything they need to make sure they leave lasting impressions on customers that will truly affect the bottom line.

Although engagement takes place between only one associate and customers, internal communication is an essential part of the process for a variety of reasons that are highlighted in chapter fifteen. This chapter explains how using team work and constant communication with fellow team members through various forms of contact, including newsletters, two-way radios, and pre-shift meetings, help take customer service to a higher level. The chapter goes on to explain the significant role that different job titles play in overall customer satisfaction and it gives some pointers on improving each of the positions to ensure over-the-top service every time.

Using the metaphor of The Wizard of Oz, the author compares all of the key factors to great customer service to Oz characters in order to really drive home all the points the book has made, and also to remind readers that they have always had the tools they need to provide stand out service, and they are now ready to utilize them. This chapter emphasizes the most important aspect of real customer engagement and recaps why engagement is so vital in costumer service today so they will leave the book with a complete understanding of not just how to emotionally engage customers, but why they emotionally engage costumers.