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The Service Pro: Creating Better, Faster, and Different Customer Experiences by Josh Stroup, Rick Tate

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Chapter 3

Be the Customer

Be the ball!

– Chevy Chase, Caddyshack

The Pro knows that the business environment and the marketplace look very different from where the customer is standing. Fergal Quinn, the famous Ireland entrepreneur and retailer, provides the following advice:

You need to think like a customer. You need to be able to wear the customer’s hat, to walk in their shoes. You need to get a “feel” for the customer. In a real sense, you need to be able to become a customer.

When Chevy Chase’s lesson on golf in the movie Caddyshack was to “be the ball,” America laughed. However, Fergal Quinn’s lesson to “be the customer” is no laughing matter. It is a matter of profound business sense. It may well be the missing link between being average ...

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