John Shoal is known as the guru of service culture. He has a completely unique view of customer service. He believes that the ability of a company to make money depends on the impression that all employees make on customers. This impression is created by the quality and efficiency of the product or service that the company sells, the accuracy, reliability and speed of service, as well as the relationship to the customer. After reading this book, executives, 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. Recognized market leaders and service champions can use this book to make service culture a company strategy. Many interesting ideas will be found by entrepreneurs who want to ensure the growth of their business by increasing the level of service. 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. Included with the book, readers will receive a DVD and see how emotionally Shoul talks about the service's strategy.