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Chip BellIn his new book, Knock Your Socks Off Service Recovery, management consultant Chip Bell writes about companies that know how to respond quickly to customer complaints and keep customers by fixing problems. Bell, an executive with Minneapolis-based Performance Research Associates, advises companies how to build loyalty with good service 'recovery' systems….'Does your organization do the right things when things go wrong?' asks Bell, who wrote the book with Performance Research president Ron Zemke. 'Saying "Oops, sorry," just doesn't cut it. Customers don't expect you to be perfect. They expect you to care.' When a customer's product or service falls apart, 'It's not just a case of "I'm disappointed." It's "You betrayed me." It's an implied promise. That dictates a different sort of response.' Bell says companies that recover best when problems strike have a corporate culture that understands the link between caring service and customer loyalty. The management, not just the front-line employee, has training and systems in place to respond thoughtfully to problems. At Marriott, Bell teaches a lodging executives' workshop, 'Serving as Leader,' on issues including managing customers' emotional feelings of betrayal. He helps hotel executives understand how customer expectations are changing - and how companies must respond. 'Organizations are figuring out they can't make all the decisions at the top,' Bell says. 'You have to push them closer to the customer and have people at those levels equipped to make decisions. You can't give them empowerment without the tools.'