They've been teaching service for so long at Zingerman's that it's hard to remember a day when they didn't. When they got into business in 1982, Paul Saginaw and Ari Weinzweig had only two other people on staff. And although all four were working hard to give great service, yet they we weren't doing formal training classes on the subject. When you're a little start-up business, they thought, who has time? Their motto: Be really nice to customers, smile, and get them what they wantenthusiastically, energetically, and accurately; thank people for their business; work a million hours a week in the process; figure that our employees would just pick it up from the way they were doing it, and, well, the rest would take care of itselfwhich is true and not true. It did work out and happily they're still going -- and growing -- strong. But it was far from that simple. These five elements of service success teaching, defining, living, measuring, and rewardingform the heart of this audiobook.