2、《非同凡響的服務(wù)》

弗朗西斯?弗雷與安妮?莫里斯 著

????你有膽量讓客戶失望嗎？許多企業(yè)都沒有膽量這么做——結(jié)果因為向需求低頭導(dǎo)致賠錢。這本書的作者辯稱，偉大的公司敢為對手所不敢為，進行有利可圖的取舍。舉個例子，盡管科默斯銀行（Commerce Bank ）的存款利率極低，但其存款總額在2012年反倒上升。為什么會這樣？因為該銀行的很多網(wǎng)點每周營業(yè)7天——這種特殊待遇令客戶極為受用。

2.Uncommon Service

By Frances Frei and Anne Morriss

????Do you have the guts to disappoint customers? Many businesses don't -- and lose money kowtowing to demands. Great companies dare to make profitable tradeoffs rivals won't risk, argue the authors. For example, despite its rock-bottom interest rates on savings accounts, Commerce Bank (CBSH) saw deposits rise in 2012. Why? It keeps many branches open seven days a week -- a perk patrons love.