ABSTRACT
Now that you have completed this workbook, you should have a much clearer and more up-to-date understanding of what caring for the customer is all about, and why it is important. Focusing on a customer is not just a temporary fashion, like some ideas about management that people make a big fuss about and forget after a year or two. The more perceptive leaders of commerce and industry, like Ce´sar Ritz, who said ‘The customer is never wrong’, have long understood that success for service industries (such as Ritz’s hotels) was utterly dependent on being able to please the customer.
