Branded Customer Service: The New Competitive Edge

general brand knowledge (exercise), 191–192

generic customer service in airline industry, 61–63

versus branded, 4, 41–43, 193, 227

examples of, 122–124

likability in, 119–120

problems of, 60

generic selling, qualities of excellent, 184–185

Gilbert, Thomas F., 136–137, 138

Gilmore, James, 5–6

Gladwell, Malcolm, 155–156

Glass Ceiling, The, 213

good service, controlling definition of, 85–86

Good to Great (Collins), 13, 126

Gordon, Wendy, 24

Gourney, Patrick, 21

grapevine, using company's, 140

gray zone, 21

Great Harvest Bread, 194

Grocery, The, 87–88

grocery stores, 82

group empathy, 188

guidelines, 138–141