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Most people in business don’t realize that sometimes it’s The 10¢ Decision that has the biggest impact.


If you really want to keep customers coming back, focus on small changes, as simple as better word choices or a little extra add-on. The key is, it doesn’t have to cost your company much more than a dime.

An easy-to-read, action-oriented book built for both team members and leadership, The 10¢ Decision is two books in one. Whichever side you read (or when you read both!), you’ll discover the twelve guiding principles of customer service, plus the techniques to attract and keep great staff and quality customers.


For Leaders

Business owners and leadership will gain insight into:

  • Packaging that gets noticed — how branding, bundling and bling impact every guest interaction

  • Behaviors that build business — four behaviors that keep your business growing

  • Internal customer service — ensuring that your employees feel as valued as your customer

  • Putting it all together — combining it all into your brand of “secret sauce” for success

…and so much more.

For Team Members

Staff members and future management will learn:

  • Anticipating customer needs — how a little bit of insight can go a long way

  • Service from a different perspective — the secret shopper techniques that expose opportunities to improve

  • The power of positive positioning — what it takes to ensure a guest is never disappointed

  • Interpersonal skills — from body language to non-verbal communication, it all matters

…and so much more.


Beyond The 10¢ Decision

As two books in one, The 10¢ Decision is purposefully designed to be a quick read, one that’s high on actionable steps that will make an immediate impact on your customer service delivery. But sometimes a team is ready to dive even deeper. With the Guest Encounters Virtual Training program, you’ll get access to a vast library of self-directed training videos and resources to ensure your organization is poised to succeed.