Every once in a while you fall in love.

Someone makes a connection with you in such a way that you want to buy from that person or that organisation over and over again. And it's not necessarily because they provide a superior product. They give something of themselves that makes you say, "WOW! That's what I call service!"

It could be the organisation as a whole. It could be just one checkout operator in an otherwise bland supermarket. But once you have fallen in love you will probably stick with that supplier through thick and thin. You will forgive them their failings and their shortcomings, just as you would forgive a close relative.

This little book is full of stories about people and businesses that cause customers to fall in love; brought together in order that they may serve as an inspiration to others. And not just for the benefit of individual businesses but in order to raise standards of customer service throughout the UK. So that visitors from around the world might say. WOW! that's what I call service!