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I’ve been digging into customer service books over the past couple years, and it never ceases to amaze me how many companies just don’t get customer service right. And just how easy it is to get right, if only businesses would only take a few extra steps.

Not too long ago, my wife and I stayed at a hotel where customer service was clearly made a priority. Most of the staff knew us by name, and when it came to deciding what to order from the breakfast menu (which was free) the hostess told me to “Get them both!”

But as great as our experience was, there were a few noticeable lapses in service. Not that anything was bad, but something was noticeably missing.