Woven throughout this book is a belief that attracting customer love requires a special organizational culture. Customers see the organization through the attitude and practices of the people they encounter. Customer confidence in an organization’s capacity and desire to back its front-line ambassador is either confirmed or dashed by what that ambassador says and does. The path to attracting customer love today is arduous. Customers are less patient, more finicky, less trusting, and more astute regarding the worth of service. Efforts to nurture customer love must take into account their new attitudes and standards.