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Great or Poor is a powerful and proven system to deliver excellent customer experiences in any organisation. Based around four key principles, the book shows readers how to (1) establish a genuine customer-focused mission which is embraced throughout the organisation (2) identify and understand customers' REAL needs (3) get their teams always to go "the extra inch" and (4) establish a true measure of the results. The system has already been tried and tested in a number of organisations with great results. In the words of Guy Insull, founder and MD of The Champions Club, it is is "an amazingly simple yet powerful system"; Neil Robertson, CEO of The British Institute of Innkeeping, describes it as "a real breakthrough"; and author Richard Denny says it is "the best material on customer care that I have ever come across".