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Tools for Delivering the Most Amazing Cus- tomer Service on the Planet. is is an excel- lent resource when it comes to finding inspi- rational ways to amaze your customers. In one of the most striking chapters in the book, Hyken talks about internal and exter- nal customers. e internal customer is your own company's team. He also references Herb Kelleher, the founder of Southwest Airlines, whose strongest philosophy was to put his associates first, even before his cus- tomers. Kelleher felt that if he could make his associates happy and delighted with the company, then they would delight their cus- tomers as well. He also uses this philosophy to show how, by amazing your employees, you will empower them to amaze your cus- tomers as well. Getting Intimate With Your Customers Relax, this is not what you think. is is about getting so close to your customers that you have a clear and concise understanding of what they need from a great supplier. You see, I am oen asked for tips and ideas on how to create customers for life. Too oen, we feel as if all that matters to our customers is price—and sometimes delivery. Some of our customers will say, "All our suppliers are the same. You all do a pretty good job, so we don't have to spend time doing a differential analysis; we just go with the best price, and we feel good about that." But is that all you have? Is that all you are to your customers? A blob of vendors deliv- ering the same product, all doing "pretty good"? Is our success based on who buys the best lunches or belongs to the best country clubs? In the words of the inimitable Peggy Lee, "Is that all there is?" I absolutely refuse to buy this. I find this thinking abhorrent and refuse to settle for