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My compliments. Nice article, succinctly written. It's too bad though that being exceptional in what you do still has to be presented as a radical concept.
I recommend you read "Firms of Endearment" by Sisodia, Wolfe and Sheth. The expanded title is "How World-Class Companies Profit from Passion and Purpose." The crux of the work is that companies that treat all stakeholders - whether they be employees, shareholders, customers, suppliers or anyone with a stake in the company's success - with love and respect equally, can and do outperform others. The reason I believe this book is so important is that it goes way beyond customer service, or even customer enchantment. They teach that the company, as an entity, should strive to enchant all stakeholders involved in their business. No one gets more priority than anyone else. And that's a key difference between a company with great service, and a company that really enchants.
This book goes to great lengths to measure performance of the companies they discuss in traditional ways so they can get "apples to apples" comparisons with none FOE's (Firms of Endearment). But a strong measure of whether or not your company is offering great service, or engagement or enchantment, is your customers' willingness to recommend, or overall Net Promoter Score. With so many companies putting large investments in social media programs, any Marketing team not measuring the overall effect of their new efforts with NPS or WTR is leaing themselves at risk.