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The customer care and academic research consultant explains how companies can leverage the incredible power of customer service to build relationships, earn trust and become profitable. Drawing on over five years of research for companies such as Toyota, Cadbury, Nestle, Nigerian Breweries, Walmart, Tesla and Volkswagen, this strategic book challenges conventional business wisdom and teaches readers how to exploit the financial impact of effective customer service; make the financial case for customer service improvements; systematically identify the causes of problems; align customer service with their brand; and harness customer service strategy into their organization's culture and behaviour.Using models such as PESTEL and SWOT, among others, this book balances the behavioural and database aspects of customer relationship management at MTN Nigeria. The book provides readers with a comprehensive introduction to an often overlooked-but-important aspect of global marketing strategy - particularly how an enhanced customer relationship strategy can differentiate organizations in a highly competitive marketplace.