Customer Service: How To Do It Right! by Peggy Morrow (Southern Mountain Press; 2005) is a “must read” for every business owner and manager. The fact is that implementing excellent customer service is not an option ─ it’s a survival skill for every small business. With over 23 years of experience advising businesses as diverse as Marriott Hotels and NASA to the Houston Astros Baseball Team and ExxonMobil, Peggy Morrow’s message to small and medium sized businesses is simple, “You don’t have to hire an expensive consultant to develop a customer service program in your business that will be your competitive edge. You can do it yourself with the help of the step-by-step process detailed in this book. It’s easy to talk about customer service in an abstract way; however, this book divides the process into doable steps that will help you keep your customers loyal, attract new ones and increase your profits.