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No margin, no mission. No mission, no magic. How do you take magic to the next level? That's service mastery.
Raving Fan Communities - Brands leveraged to their full potential (think Apple's iPhone) build raving fan communities. Feeling a part of something larger than themselves helps customers forgive occasional service hiccups. Building a community won't let you get away with repeated transgressions, but it does mean you'll have more flexibility, assuming you use it wisely.
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