What does it take to create a champion service brand?

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Many companies strive for service excellence – but why? Is it worth it? Many more claim to be great at service, or at least to place the customer at the heart of their thinking. But they fail to do this effectively or in any materially beneficial way for the customer or their own finances. How do so many businesses get it so wrong? And what stands those who do it well apart from the mass of mediocre service operations? And what makes a champion service brand? How can you learn from the best to get there and stay there; to be loved by your customers, to be ranked high in the league tables and deliver the best returns on the capital invested in your operations?

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