This is a practical book aimed at all executives and managers who wish to lead their organizations to higher levels of performance. The author argues that, in order to improve the quality of a company's products and services, a radical new closeness to customers and a higher level of employee-management partnership are required; and that companies must do more than train their staff - they need to follow the path of cultural change and build an environment that encourages strong service and quality. The book offers a programme for developing customer service, quality improvement and organizational support. The topics covered include signalling commitment, listening to your customers, developing the required skills among the personnel in your organization, marketing, and measuring success.