Winning Behavior: What the Smartest, Most Successful Companies Do Differently

Marketing experts Terry Bacon and David Pugh offer insightful and practical benchmarks for "outbehaving the competition" in Winning Behaviors. Their book avoids gaseous generalities about customer service and underlines four specific routes to "behavioral differentiation" (BD).

Using examples as diverse as Elvis-dressing Southwest Airlines CEO Herb Kelleher, the Ritz Carlton concierge who replaced a lost teddy bear, and Bogart as Captain Queeg in The Caine Mutiny, the authors illustrate four types of "BD" including "operational," (using procedures like return policies to demonstrate high standards,) "interpersonal," (focused listening to convey genuine concern) "exceptional," (rule breaking beyond the call of duty) and "symbolic," (sending a consistent message through words and deeds).

The book's strength is in the details. For example, how to do homework about a new client, customize a service, and avoid a charge for every minute mentality. The authors leverage clear lessons from gold standard companies such as Harley Davidson, Nordstrom, and Volvo who use BD to out perform competitors. This smart book invites readers to exceptional performance by offering fresh ideas for being on your best behavior.