John Shoal is known as the guru of service culture. He believes that the ability of a company to make money depends on the impression that all employees make on customers. On concrete examples, Shoal proves that a service is a strategy as powerful as marketing, and as effective as a high-quality product. The course for first-class service is an international strategy, applicable in any country. Examples of poor service exist in countries with long market traditions, and the author gives examples of the collapse of large companies precisely because of the lack of commitment to the idea of first-class service. After reading this book, senior and middle managers will learn how to motivate employees to provide the highest level of service, which will increase the profitability of the company, increase market share, and win customer loyalty. As an appendix to the book, a link is provided for downloading a video with examples of organizing a quality service