Reprint No. 10308
- Theodore Kinni is a senior editor for strategy+business. He has written, cowritten, or ghostwritten 13 books, including Be Our Guest: Perfecting the Art of Customer Service (Disney Editions, 2001) and 1001 Ways to Keep Customers Coming Back (Three Rivers Press, 1999).
- Members of the customer experience management group on LinkedIn provided valuable assistance in identifying the books, articles, and other resources that formed the research base for this article.