Introduction: Make the Ordinary Extraordinary.

Secret #1: Acknowledge Your Customers Immediately.

What Is a Customer?

Opportunities Lost.

The Game of Service Is the Game of Business.

Hea??ll Know My Name.

Putting It into Practice.

Secret #2: Redefine Your Routine Activities.

A Finishing School for Motorcycle Cops.

A Service Pro at Work in Terminal A.

The 999 Drill.

Putting It into Practice.

Secret #3: Give Customers Your Undivided Attention.

Hey! Welcome to Cicia??s!

We Escort Our Guests.

A Sign of the Times.

Ita??s Simplea??Service Sells.

Putting It into Practice.

Secret #4: Listen, Think, and Use Common Sense.

I Prefer Peach Yogurt.

Service Is Spelled S-A-Z-E-R-A-C.

When Is a Greeter Not Just a Greeter?

Service Is Common Sense.

Putting It into Practice.

Secret #5: Bend the Rules, Sometimes.

Take a Minute to Think.

He Will if He Really Wants to Sell Me Something.

I Guess This Is My Lucky Day.

Putting It into Practice.

Secret #6: Make the Last Few Seconds Count.

You Dona??t Expect Us to Give Our Services Away, Do You?

They Try Harder . . . and It Pays.

Well, Ia??ll Be Doggone.

Making Friends by Serving Friends.

Putting It into Practice.

Conclusion: The Magic of Service Professionalism.

When Magic Isna??t Magic After All.

Magic Defined.

Mythical Customer Service.

It Cana??t Get a??Mulcha?? Worse than That.

Experiencing a Magical Moment.

About the Author.

Service Professionalism in Action.

Other Books by Phillip Van Hooser.

More Information Available.