What Laurie Guest knows to be true about customer service is that many organizations think proper treatment of clients is common sense and that training isn't an issue. Unfortunately, leaders often believe that if they hire good people, their employees will know how to treat customers. WRONG. The basics must be taught, enforced, and reinforced to create the ultimate customer experience. In this short, easy-to-read book, Guest shares the insights she gained in each phase of her working life. During every endeavor, she remained committed to providing great service to every customer/patient/guest she encountered. She has also collected quite a few examples through the years that prove each of her points in a relatable fashion. "The 10¢ Decision: How Small Change Pays Off Big" shares 11 guiding principles of customer service, as well as techniques to attract and keep new customers in a way that doesn't have to cost a fortune. In each chapter, you'll find a lesson that takes a deeper dive into the attributes that can help you achieve great reviews and success simply by improving your guest encounter points.