Many organisations chase the Holy Grail of obtaining new customers, spending time, money and energy on winning them only to provide them with a service or product that quite frankly is inferior. What a waste! If we do not look after our customers then someone else will. In addition, those dissatisfied customers will tell others about their experience, and once an organisation gains a negative reputation it is extremely difficult to change it. Having a good reputation for excellent service and products is one very successful way of building a competitive advantage. This book looks at: how you can win more business by retaining customers and gaining recommendations from them; how to satisfy your customers' needs; how to develop an effective customer service policy; how to use positive behaviour and attitude to win more business; how to build a better rapport with your customers; and how to handle anger, complaints and difficult customers and turn them into satisfied customers.