Find ‘The ten principles behind great customer service’ by Matt Watkinson, published by Pearson Education, and read: Chapter one ‘Why the customer experience matters’ Chapter three ‘The ten principles behind great customer experiences’ Chapter five ‘Great customer experiences satisfy our higher objectives’ Chapter six ‘Great customer experiences leave nothing to chance’ Chapter twelve ‘Great customer experiences put the customer in control’ N.B. You should be able to borrow this book from your local library.