The book is written for CEO's, business owners and managers that want to improve the experience they are providing to their customers. Five principles of customer service are illuminated with insightful interviews with CEO's, business owners and employees that consistently demonstrate good customer service. We share illustrations depicting real customer service situations, both good and bad, that bring levity to a serious subject. We also show the financial value of implementing our principles by providing the impact to four business drivers and sharing the harsh reality of data on the sad state of customer service.