Setting the tone for customer advocacy / Jeb Dasteel -- Personalize the customer's perspective / Barbara D. Stinnett -- Communicate your initial and ongoing value / Dave Mabon -- The tale of two service initiatives / Tammy McLeod -- In fast moving markets, stay close to your customer / Rudy Vidal -- Engage your customers to grow your business / Dan Wittner -- Satisfying customers / Sir John Egan -- Always ask the consumer / Lord Karan Bilimoria -- Listen to the changing needs of the consumer / Paul Skinner -- Service beyond the call of duty / Gerry Roche -- Maintaining customer service when you scale / Richard T. Santulli -- Using customer interactions to improve your business / Maxine Clark -- Customers give you feedback every day / William Lamar, Jr. -- Look to your consumers for innovation / William Johnson.;