taglines, 20, 31, 112
tangibility, 98, 100
targeted outcomes, 74–75
teams, brand champion, 146, 148–150, 150–152
teamwork, 147
telecommunications industry, 57, 80, 132–135, 138
Texas A&M, 86
themed customer experiences, 88–89, 89–91
Thomson, Kevin, 137
thoroughness, 100
Tipping Point, The (Gladwell), 155–156
TMI US/New Zealand, 101–103, 114, 139, 144, 150, 163–168,223
toolbox, service. See exercises
tools, power
consistency, 121–125
likability, 118–120
reinforcement, 120–121
top-rated brands, 32–35, 43–44, 87, 105
training
advertising and training ratio, 216
complaint handling, 176
on customer-centered sales, 187
education for brand champions, 150–152
employee, 59–63
Travelocity, 77
trust
building, 228
consumers', 34
lack of, 52–55
violations of, 55
Tyrell, Bob, 13