Can you believe this is a question that some people still ask? I can’t. But at least it gives me an opportunity to help convey the message about delivering great service and, ultimately, a great overall experience.

A couple weeks ago, I picked up a copy of Zingerman’s Guide to Giving Great Service (Hyperion, 2004). Zingerman’s is short for Zingerman’s Community of Businesses, a collection of eight different (specialty food) business units in the Ann Arbor, Michigan, area. They are known as much for the quality of their foods as they are for the quality of their customer service. The book has a ton of valuable teachings, but I loved the section on “why we give great service.” The following is a recap of the eight reasons they give to answer that question.

1. Great service makes us something special. Ultimately, great service, going the extra mile, and leaving a lasting impression are huge differentiators in a sea of sameness.

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