a company and use its products and services and recommend it to our friends and family, we most likely call ourselves "loyal customers." When I proposed that we replace our statistic of tracking churn, a negative measure with a target of 0 to "Customer Loyalty" (the inverse of churn), with a positive goal of achieving 100% customer loyalty, I was almost laughed out of the boardroom. I had really gone too far when I suggested that using the word "retention" in the same breath with customers was also sending our employees the wrong message. I asked people how they liked the idea of being "retained" rather than valued and respected. I you're still reading this you must share my passion for customers. How we talk about people (yes customers are people) demonstrates our attitudes towards them. I do not think of myself as a subscriber and I don't want to be retained by anyone! After you read this book, you'll be even more passionate than ever to get everyone in your company, from the president to the receptionist, talking about "the golden opportunity" that exists when you understand what it takes to "delight" the right customers and enjoy their loyalty. The first time I heard the term "customer delight" I thought that this has gone too far. I'm not looking for any telephone company or cellular operator or Internet service provider to delight me; all I want is good quality and fair price. I wasn't committed to "customer delight" until I went to the Czech Republic to run a start-up GSM operator, EuroTel. I was working with the marketing and customer service teams, developing our first customer satisfaction and loyalty surveys, and began describing for them the concept of customer delight. They were puzzled and told me that there was no Czech word for delight, and that delight and satisfaction are the same thing. I asked them the think about dating and the process of looking for Mr. or Miss Right. We all start out with a list of what we're looking for, the minimum requirements that must be met to satisfy our needs, wants