1) The document discusses the importance of customer delight over mere customer satisfaction and empowering staff to delight customers. 2) It highlights that acquiring new customers is much more expensive than retaining existing customers, and customers are often lost due to indifference rather than dissatisfaction. 3) The document advocates understanding what customers want in order to create memorable positive experiences and stories about the organization.

16. “ Men and women don’t think the same way, don’t communicate the same way, don’t buy for the same reasons.” “He simply wants the transaction to take place. She’s interested in creating a relationship. Every place women go, they make connections.” Faith Popcorn

20. Relationship Continuum First Interaction Entry into System Next Interaction Proactive or Reactive Customer Delight Moments Of Truth

35. The greatest danger for most of us is not that our aim is too high and we miss it, but that it is too low and we reach it Michelangelo