Just as today’s consumers are shunning shoddy merchandise in favor of longer lasting quality products, so too are they rejecting shoddy service.  In our increasingly impersonal world, customers value being recognized and treated as individuals.

This is only slightly less true for industries that sell tangible products but have a high degree of contact with the public in the process.  McDonalds may strive for a superior product, greater variety, better locations, greater diversity and / or lower prices, but, in the end, the intensity of its competition forces the issue of superior service.  There is, after all, a reason for the “Have a nice day” at the end of every transaction.  So, too, for retail stores, automobile dealers, grocers and so on.  The customer experience is the key.