2、《非同凡响的服务》

弗朗西斯•弗雷与安妮•莫里斯 著

    你有胆量让客户失望吗？许多企业都没有胆量这么做——结果因为向需求低头导致赔钱。这本书的作者辩称，伟大的公司敢为对手所不敢为，进行有利可图的取舍。举个例子，尽管科默斯银行（Commerce Bank ）的存款利率极低，但其存款总额在2012年反倒上升。为什么会这样？因为该银行的很多网点每周营业7天——这种特殊待遇令客户极为受用。

2.Uncommon Service

By Frances Frei and Anne Morriss

    Do you have the guts to disappoint customers? Many businesses don't -- and lose money kowtowing to demands. Great companies dare to make profitable tradeoffs rivals won't risk, argue the authors. For example, despite its rock-bottom interest rates on savings accounts, Commerce Bank (CBSH) saw deposits rise in 2012. Why? It keeps many branches open seven days a week -- a perk patrons love.