Customer service matters and when done right is memorable. Just ask Richard Branson. Guy Kawasaki, author of Reality Check, met up with the billionaire chairman of Virgin Group in Moscow:
[Branson] asked me if I’ve ever flown on Virgin. Me being the Global Services United Airlines customer that I am, I told him that I never have, but “If the Richard Branson is asking me, I guess I will have to.”
At that point, he got on his knee and starting polishing my shoes with his jacket.
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