Find a copy of ‘The ten principles behind great customer experiences (Financial Times Series)’ by Watkinson, published by Pearson Education 2012 and read:Chapter six ‘Great customer experiences leave nothing to chance’Chapter seven ‘Great customer experiences set and then meet expectations’Chapter eight ‘Great customer experiences are effortless’N.B. You do not need to buy this book, you should be able to find a copy in your local library service.