80 percent of companies believe they deliver a good customer experience. Yet, only 8 percent of customers agree. Why is there such a disparity? Where do companies go wrong? How can you optimize your customers' experience?

Little Things Big Returns reveals how companies miss the little things that draw customers in or turn them away. Most importantly, this book explains how companies can close the customer experience gap and realize big returns.

Research confirms little things happen in the moments that matter most to your customers. By little things I mean human things, the kindnesses...