There is perhaps nothing as fundamental for organizations as customer service. Any company in a truly competitive market suffers an inevitable decline if it ignores this basic discipline for too long. Take McDonald’s for example—the organization’s recent confession to franchisees that 20 percent of customer complaints are due to “unfriendly service,” with “rude or unprofessional employees” as the number one complaint is a reminder that the final customer touch point often determines whether or not customers return. Despite spending nearly $2 billion annually on advertising, McDonald’s service frequently leaves a bad taste.