316 the BOLD authors Over the last decade, Shaun Smith has been a key catalyst in expanding management focus from the tactical issues of customer service to the much wider and strategic issue of cus- tomer experience. He has developed some of the latest thinking and practice around this subject, helping organizations worldwide create compelling customer experiences that achieve brand differentiation and long-term customer loyalty. He has featured a number of times on Ask the Expert on CNBC and is co-author of three critically acclaimed business books. His first book with Andy Milligan, Uncommon Practice: People Who Deliver a Great Brand Experience, examines those companies that create exceptional customer experiences. His second book,