Introduction People expect good service but few are willing to give it. robert Gately (President, Gately consulting) I have found over the past 15 years of delivering customer services training at all levels, that the principles of bril- liant customer service are very obvious. there is nothing complicated about it; there are no real mind-blowing theories; there aren't any brand new, exciting models. We know it all because we are customers and we know how we think and feel and what we want. We need to keep in mind, while reading this