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The Customer Rules: The 39 Essential Rules for Delivering Sensational Service
The former Executive Vice President of Walt Disney World shares indispensible Rules for serving customers with consistency, efficiency, creativity, sincerity, and excellence. Lee Cockerell knows that success in business--any business--depends upon winning and keeping customers. In 39 digestible, bite-sized chapters, Lee shares everything he has learned in his 40+ year career in the hospitality industry about creating an environment that keeps customers coming back for more. Here, Lee not only shows why the customer always rules, but also the Rules for serving customers so well they'll never want to do business with anyone but you. For
Rule #1: Customer Service Is Not a Department
Rule #3: Great Service Follows the Laws of Gravity
Rule #5: Ask Yourself "What Would Mom Do?"
Rule #19: Be a Copycat
Rule #25. Treat Every Customer like a Regular
Rule #39: Don’t Try Too Hard
As simple as they are profound, these principles have been shown to work in companies as large as Disney and as small as a local coffee shop; from businesses selling cutting-edge technologies like computer tablets to those selling products as timeless as shoes and handbags; at corporations as long-standing as Ford Motors and those as nascent as a brand new start-up. And they have been proven indispensible at all levels of a company, from managers responsible for hiring and training employees, setting policies and procedures, and shaping the company culture to front line staff who deal directly with clients and customers
Chock-full of universal advice, applicable online and off, The Customer Rules is the essential handbook for service excellence everywhere.
Rule #1: Customer Service Is Not a Department
Rule #3: Great Service Follows the Laws of Gravity
Rule #5: Ask Yourself "What Would Mom Do?"
Rule #19: Be a Copycat
Rule #25. Treat Every Customer like a Regular
Rule #39: Don’t Try Too Hard
As simple as they are profound, these principles have been shown to work in companies as large as Disney and as small as a local coffee shop; from businesses selling cutting-edge technologies like computer tablets to those selling products as timeless as shoes and handbags; at corporations as long-standing as Ford Motors and those as nascent as a brand new start-up. And they have been proven indispensible at all levels of a company, from managers responsible for hiring and training employees, setting policies and procedures, and shaping the company culture to front line staff who deal directly with clients and customers
Chock-full of universal advice, applicable online and off, The Customer Rules is the essential handbook for service excellence everywhere.
208 pages, Hardcover
First published January 1, 2013
185 people are currently reading
1278 people want to read
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Displaying 1 - 30 of 110 reviews
May 7, 2019
This is a short book about how to fulfill and exceed customer expectations. Although most of it is common sense - but as Voltaire said: "common sense is not so common". So regardless, it's great to have short, succinct review of common sense.
I particularly enjoyed the short chapters, that can be read in a minute or two. Rather than grabbing my phone, I learned to reach for this book and read a chapter before starting a new task. Definitely recommended for anyone with direct or indirect contact with customers.
I particularly enjoyed the short chapters, that can be read in a minute or two. Rather than grabbing my phone, I learned to reach for this book and read a chapter before starting a new task. Definitely recommended for anyone with direct or indirect contact with customers.
June 15, 2016
There are a lot of good things about this book. There are great points highlighted in here that are great for customer service for ALL industries and ALL career positions. A lot of the rules in this book are common sense that mothers or caregivers teach their children, but may have been forgotten along the way.
I was required to read this book for work and it's a quick read, but it was difficult for me to actually get through this book for one very specific reason. I want to preface this in stating that I do not know the author and I have never met him so this reason is strictly my perception of him based on his writing. He comes across as a pompous old man who is only looking to pad his pockets. His egregious name dropping in this book was hard to swallow. It seems as though the use of big-businesses in this book were for personal gain with either money from those named or hopes of potential monetary gain from said businesses.
Personally, I feel this book could have been written without mentioning a single business by name. It would have been a far better read and less distracting.
I was required to read this book for work and it's a quick read, but it was difficult for me to actually get through this book for one very specific reason. I want to preface this in stating that I do not know the author and I have never met him so this reason is strictly my perception of him based on his writing. He comes across as a pompous old man who is only looking to pad his pockets. His egregious name dropping in this book was hard to swallow. It seems as though the use of big-businesses in this book were for personal gain with either money from those named or hopes of potential monetary gain from said businesses.
Personally, I feel this book could have been written without mentioning a single business by name. It would have been a far better read and less distracting.
May 17, 2013
In 39 short, and to the point chapters, the author shares his experiences and lessons in customer service. Each chapter is packed full of good ideas and examples of how those ideas have been implemented. The author draws on not only his experience at Disney, but more importantly his experience as a customer to illustrate the rules of customer service. A lot of what is also shared is how to be a good leader and trust your employees while continuing to invest in their development. I'd highly recommend this book to any company where customer service is an everyday reality, but I also think you can learn a lot even if you don't have a storefront.
March 23, 2016
Short and sweet and plenty of take aways.
February 3, 2017
From BetweenDisney.com
The Customer Rules: The 39 Essential Rules for Delivering Sensational Service by Lee Cockerell presents the former Disney executive's thoughts on providing excellent customer service. Cockerell provides 39 separate short chapters that are easy to read and digest for those wanting to know more about superior customer service. Cockerell's chapters generally focus on relationship building, preparation, and going beyond expectations. In many ways his guidance aligns with his granddaughter's most basic advice, "Be Nice!" The book's advice ranges from being prompt, understanding new technology, copying the best services of others and relationship relationship relationship.
Honestly, for listeners of Cockrell's podcast, the tone and even some of the advice is far from shocking. Cockerell's thoughts really match the guidance he gives on a weekly basis with a focus on relationship and thoughtful service. But the Customer Rules has an advantage that the podcast lacks, you can easily share the book to someone who may not enjoy podcasts or not be open to Cockerell as a "Mickey Mouse" executive. Cockerell's advice here is not overly focused on Disney, again allowing the non-fan to buy into the book. And the chapters are short enough one could easily read them on the commute or in the cough cough bathroom.
I do not think of myself as someone who provides customer service. But as Cockerell points out it is everyone's job. And in the midst of reading the book I was challenged with a situation that made me ask what would Lee Cockerell do? How can I give this person something allowing them to move forward when I need to say no? Because The Customer Rules is a great reminder that we all provide service to others and the foundation of supporting their needs is relationships. In the end, we probably should just be nice!
The Customer Rules: The 39 Essential Rules for Delivering Sensational Service by Lee Cockerell presents the former Disney executive's thoughts on providing excellent customer service. Cockerell provides 39 separate short chapters that are easy to read and digest for those wanting to know more about superior customer service. Cockerell's chapters generally focus on relationship building, preparation, and going beyond expectations. In many ways his guidance aligns with his granddaughter's most basic advice, "Be Nice!" The book's advice ranges from being prompt, understanding new technology, copying the best services of others and relationship relationship relationship.
Honestly, for listeners of Cockrell's podcast, the tone and even some of the advice is far from shocking. Cockerell's thoughts really match the guidance he gives on a weekly basis with a focus on relationship and thoughtful service. But the Customer Rules has an advantage that the podcast lacks, you can easily share the book to someone who may not enjoy podcasts or not be open to Cockerell as a "Mickey Mouse" executive. Cockerell's advice here is not overly focused on Disney, again allowing the non-fan to buy into the book. And the chapters are short enough one could easily read them on the commute or in the cough cough bathroom.
I do not think of myself as someone who provides customer service. But as Cockerell points out it is everyone's job. And in the midst of reading the book I was challenged with a situation that made me ask what would Lee Cockerell do? How can I give this person something allowing them to move forward when I need to say no? Because The Customer Rules is a great reminder that we all provide service to others and the foundation of supporting their needs is relationships. In the end, we probably should just be nice!
April 3, 2016
Guide to make you some wow factor with your clients.
June 29, 2021
I recently started a grad school program and this was the first book of 6 books I will be reading to complete the course. Lee Cockerell spent decades of his career in the hospitality business. He led hospitality services for Mariott, Hilton, and served as Executive Vice President of Operations at Walt Disney World®. Cockerell infuses The Customer Rules with many experiences and stories, content that presumably has been featured in his current speaking career where he shares his customer service philosophy. In short, easily digestible chapters, he shares “39 Essential Rules for Delivering Sensational Service.” Throughout the book, he is insistent that The Customer Rules is for everyone from executives to front line staff, but it tended to lean towards the managerial. The Customer Rules lacks in implementation strategies and inclusiveness in a few spots but is an overall inspirational book full of a multitude of service tips. Cockerell has written a book that will provide readers with an energized sense of service.
August 15, 2024
One of the chapters is about being available. The author leaves his number and says you can call him anytime. So I did. And he answered. Amazing rules that have changed the way I look at customer service.
May 16, 2019
I borrowed this from a coworker and after the first few pages tracked down a couple of copies nearby (that I haven't bought yet) so I can have my own to add to the toolbox. Solid advice, probably heard before for sure, but collected in one place. Cockerell's Title plays on the words, but his subtitle entices: The 39 Essential Rules for Delivering Sensational Service. (I would have left off the definitive article, but I also didn't write the book.) I won't list all of them here - buy or borrow it yourself! - but here are a few, with some thoughts...
#1 - Customer Service Is Not A Department. True that, and something I've embodied, engendered, and espoused for years. Cockerell says it's "a personal responsibility". It is. Regardless of your business, job, profession, interactions in life.
#2 - You Win Customers One at a Time and Lose Them a Thousand at a Time. This is an internet age amplification of the old saying of losing them one at a time. People flock to negativity and give more credence to one bad review than a lot of good ones. And Yelp and similar rating sites can lose customers on the basis of a single bad review.
#4 - Don't Get Bored with the Basics. I don't get bored, but this is a good extension. Don't lose sight of the core values, core behaviors, small details. Never forget the fundamentals.
#8 - Always Act Like a Professional. Conduct yourself as a professional and you'll be at least on your way to being a professional. Doesn't matter what your profession [“If you write, fix pipes, grade papers, lay bricks or drive a taxi—do it with a sense of pride. And do it the best you know how. Be cognizant and sympathetic to the guy alongside, because he wants a place in the sun, too. And always . . . always look past his color, his creed, his religion and the shape of his ears. Look for the whole person. Judge him as the whole person.” - Rod Serling]
#9 - Hire the Best Cast. Okay, this is Disney-fied, but really, hire the best people. Or try to. Nothing is guaranteed.
#11 - Become an Expert at Creating Experts. Train your relief, train staff to be knowledgeable, give them the tools (and training) to provide great service. This is simple. But it is at odds with the behavior of the man who wants to think he's the smartest person in the room, or wants to take credit for everything.
#18 - Be a Copycat. Creative plagiarism is okay ... don't reinvent. Learn from others, in and outside your business. Apple consumer electronics might teach you something about performing maintenance on a door.
#20 - Be a Wordsmith - Language Matters. It really does. Cockerell offers the example of "subordinate"...and how people don't get that it means inferior. Use another word - "coworker", "cast member", "team member". I try to rarely (there must always be exceptions) say "my" staff (and cringe when I hear others drop it so easily) because they are not possessions. Don't demean people with indefinite articles (his example is a peeve of his wife: "There's a Priscilla Cockerell here to see you." There's only one, and she's not "a"n object.)
#30 - Be Relentless About Details. Look around. See what people are seeing. People who are not you and not familiar with your place of business. First impressions and all. Goes with #4 above.
#31 - Be Reliable. Provide consistently great quality of service. People consciously and subconsciously look for that...and respond to it.
#33 - Never, Ever Argue With a Customer. Good point and a reason made clearer with one of Cockerell's illustrations: "When a customer has a tantrum, it is vital to not take it personally. The anger is not about you - the customer doesn't even know you or care about you -it is about a situation."
I did take issue - minor - with a few...
#32 - Don't Give the Responsibility Without the Authority. In the Navy, we learn that responsibility cannot be delegated so this runs a little counter to that. A leader cannot be absolved of responsibility by delegating. Still, each position, level, tier has a responsibility of some sort and authority commensurate with the job needs to go with it. I heard too many times from my Army peers, "I need to ask my Colonel." This from an Officer in Charge! (Actual position title.) I see it in my world now, as some people want all of the power and don't trust, or don't want to trust their staff.
#34 - Never Say No, Except "No Problem". I disagree to a point with this. I learned a long time ago that the customer is not always right! And it is our job to help that customer understand that. In my customer service world where the service results are not as immediate (design and construction, or minor construction), "no" is sometimes necessary, whether because of budget reasons or conformance, or whatever. In my career, I have followed "no problem" predecessors and had to fix a lot of problems. I have also followed "no" people and had to fix those problems! My solution might seem a little vacillatory, but it is "I'll see what I can do."
And one peeve about Rule #37 - Surprise Them with Something Extra... Cockerell says "we all love the surprise of getting something extra when it's not expected", and mentions something like an extra plum at the farmer's marker for example. He also mentions one I-don't-think-so anecdote ... a baker's dozen ...as a customer service extra. The reality is, bakers would be penalized if they shorted a customer, so the good service was for self-preservation!
Good book; short read. Worth several rereads to refresh.
#1 - Customer Service Is Not A Department. True that, and something I've embodied, engendered, and espoused for years. Cockerell says it's "a personal responsibility". It is. Regardless of your business, job, profession, interactions in life.
#2 - You Win Customers One at a Time and Lose Them a Thousand at a Time. This is an internet age amplification of the old saying of losing them one at a time. People flock to negativity and give more credence to one bad review than a lot of good ones. And Yelp and similar rating sites can lose customers on the basis of a single bad review.
#4 - Don't Get Bored with the Basics. I don't get bored, but this is a good extension. Don't lose sight of the core values, core behaviors, small details. Never forget the fundamentals.
#8 - Always Act Like a Professional. Conduct yourself as a professional and you'll be at least on your way to being a professional. Doesn't matter what your profession [“If you write, fix pipes, grade papers, lay bricks or drive a taxi—do it with a sense of pride. And do it the best you know how. Be cognizant and sympathetic to the guy alongside, because he wants a place in the sun, too. And always . . . always look past his color, his creed, his religion and the shape of his ears. Look for the whole person. Judge him as the whole person.” - Rod Serling]
#9 - Hire the Best Cast. Okay, this is Disney-fied, but really, hire the best people. Or try to. Nothing is guaranteed.
#11 - Become an Expert at Creating Experts. Train your relief, train staff to be knowledgeable, give them the tools (and training) to provide great service. This is simple. But it is at odds with the behavior of the man who wants to think he's the smartest person in the room, or wants to take credit for everything.
#18 - Be a Copycat. Creative plagiarism is okay ... don't reinvent. Learn from others, in and outside your business. Apple consumer electronics might teach you something about performing maintenance on a door.
#20 - Be a Wordsmith - Language Matters. It really does. Cockerell offers the example of "subordinate"...and how people don't get that it means inferior. Use another word - "coworker", "cast member", "team member". I try to rarely (there must always be exceptions) say "my" staff (and cringe when I hear others drop it so easily) because they are not possessions. Don't demean people with indefinite articles (his example is a peeve of his wife: "There's a Priscilla Cockerell here to see you." There's only one, and she's not "a"n object.)
#30 - Be Relentless About Details. Look around. See what people are seeing. People who are not you and not familiar with your place of business. First impressions and all. Goes with #4 above.
#31 - Be Reliable. Provide consistently great quality of service. People consciously and subconsciously look for that...and respond to it.
#33 - Never, Ever Argue With a Customer. Good point and a reason made clearer with one of Cockerell's illustrations: "When a customer has a tantrum, it is vital to not take it personally. The anger is not about you - the customer doesn't even know you or care about you -it is about a situation."
I did take issue - minor - with a few...
#32 - Don't Give the Responsibility Without the Authority. In the Navy, we learn that responsibility cannot be delegated so this runs a little counter to that. A leader cannot be absolved of responsibility by delegating. Still, each position, level, tier has a responsibility of some sort and authority commensurate with the job needs to go with it. I heard too many times from my Army peers, "I need to ask my Colonel." This from an Officer in Charge! (Actual position title.) I see it in my world now, as some people want all of the power and don't trust, or don't want to trust their staff.
#34 - Never Say No, Except "No Problem". I disagree to a point with this. I learned a long time ago that the customer is not always right! And it is our job to help that customer understand that. In my customer service world where the service results are not as immediate (design and construction, or minor construction), "no" is sometimes necessary, whether because of budget reasons or conformance, or whatever. In my career, I have followed "no problem" predecessors and had to fix a lot of problems. I have also followed "no" people and had to fix those problems! My solution might seem a little vacillatory, but it is "I'll see what I can do."
And one peeve about Rule #37 - Surprise Them with Something Extra... Cockerell says "we all love the surprise of getting something extra when it's not expected", and mentions something like an extra plum at the farmer's marker for example. He also mentions one I-don't-think-so anecdote ... a baker's dozen ...as a customer service extra. The reality is, bakers would be penalized if they shorted a customer, so the good service was for self-preservation!
Good book; short read. Worth several rereads to refresh.
October 19, 2020
I listened to the audio book and it's very good. I wish Lee would hire a professional narrator vs narrating himself though.
I worked at E.P.C.O.T. Center in 1991 during a college summer and received the Disney Experience training and the Disney history training and it has stuck with me all of my life.
The Rules Cockerell delivers are true and based on his many years experience in the service industry and he backs them up with great personal stories or stories from others.
I highly recommend this book.
I worked at E.P.C.O.T. Center in 1991 during a college summer and received the Disney Experience training and the Disney history training and it has stuck with me all of my life.
The Rules Cockerell delivers are true and based on his many years experience in the service industry and he backs them up with great personal stories or stories from others.
I highly recommend this book.
April 28, 2013
This book was an easy read. The format was easy to follow as each customer rule had about a page or two for it. I liked all the examples that Lee used to demonstrate his points. I learned quite a bit and was reminded of things that I am not doing but should be when it comes to dealing with my own customers. Everyone who works with customers should read this book but I would also recommend this book to anyone who is moving into a customer service job for the first time.
March 23, 2016
One of my favorite reads for anyone in customer service. The easy to read, quick tips make this book easy to digest. Lee's story telling also grabs your attention the whole way through. I would recommend this book to anyone who deals with customers!
October 31, 2018
I bought this book to read as I thought it would give me some insights into providing better service at work. I'm not on the support department, but I think it's important for everyone to know how best we can help the clients we're working with.
Unfortunately for me, this book was quite focused around customer service jobs in the retail and hospitality areas, rather than customer service in a technical support capacity. Some of the ideas carry over, but some didn't feel as relevant. To be expected though, when the book is written by the former Executive Vice President of Operations at Disney World.
To paraphrase a few of the rules in the book:
This was kind of what I expected when I picked up this book, information about how customer service is a company-wide responsibility. The quote below struck a chord with me as self-learning is something that I've lacked in previous years, but I'm trying to improve on now.
This one also resounded with me too, another thing that I'm trying hard to work on.
I'm sure we can all relate to the following quote. It's been 4 years since I worked in direct customer contact, but I can still remember instances where customers drove me to the point of despair with how rude or awkward they were being, and this is definitely something to keep in mind.
I'll finish with this final quote:
Posted on: http://emmaloui.se/2018/10/26/lee-coc...
Unfortunately for me, this book was quite focused around customer service jobs in the retail and hospitality areas, rather than customer service in a technical support capacity. Some of the ideas carry over, but some didn't feel as relevant. To be expected though, when the book is written by the former Executive Vice President of Operations at Disney World.
To paraphrase a few of the rules in the book:
Customer service is far more than a department name, and great service is not just about what we do; it’s also about what we are. It’s a personal responsibility. And it’s not the responsibility only of people called customer service reps. Great service is a competitive advantage that costs you little or nothing but adds huge value for your customer. Satisfied customers are the best marketing staff you can possibly have.
This was kind of what I expected when I picked up this book, information about how customer service is a company-wide responsibility. The quote below struck a chord with me as self-learning is something that I've lacked in previous years, but I'm trying to improve on now.
Basically, the organizations with the best service are ones that become environments of continuous learning, at every level of the company. But don’t blame your supervisor or your company if you do not have the knowledge and skills you ought to have.
This one also resounded with me too, another thing that I'm trying hard to work on.
Failing to truly listen to others is just a bad habit, and it’s one most of us have to some degree. It’s all too easy to talk too much and listen much too little.
I'm sure we can all relate to the following quote. It's been 4 years since I worked in direct customer contact, but I can still remember instances where customers drove me to the point of despair with how rude or awkward they were being, and this is definitely something to keep in mind.
Just as we sometimes feel frustrated or infuriated by people in our own families, it’s normal to sometimes get aggravated by our customers. None of it matters. Make each of them feel special anyway. So the louder they get, the quieter you should get. The more agitated they become, the calmer you should become. As the old saying goes, “When you argue with an idiot, there are two idiots.”
I'll finish with this final quote:
Better is not a destination; it is a journey. You never arrive at better; it is always in the future, because there is always an even better way to serve your customers.
Posted on: http://emmaloui.se/2018/10/26/lee-coc...
April 7, 2018
Ok the reason why I got this book was because at my new workplace, my company shares the space with another. Their boss has a stack of this book on his desk which he gives out to his staff so that they know how to give service to their customers. Sometimes he gives them out to my colleagues. But I didn't want to ask him for one because he needs it more for his front-line people. The stack of books on his desk though still has the price tag on it. And they were all from BookXcess so that's where I got my own copy, seeing that I have to write my company's SOP and thought it could help.
As someone who has been at FOH at an ice cream parlour for the past 3 years, most of these rules were things I have done myself. I just didn't know they were rules haha! But it's really nice to know that the things I have done right are the things that help give better service to my customers.
There were a couple that I didn't really agree with as sometimes I really can't deliver or I feel like I'm in the right (depending on the situation). I do think though that what and how Lee Cockerell puts forward his reasons make sense. Like he does it in a way that is cheerful and encouraging and why it's a good idea so even if I don't agree, I feel like I have a lot to learn.
The best thing about this book is how short the chapters are. So the other boss will tell his front-line to read a chapter every day and it's doable for them. It doesn't feel like a drag and it's quick to absorb that chapter's lesson. Cockerell's anecdotes help with that as well. And in the case that I find the chapters too short (as I tend to sometimes), I can always read another!
This book is a very positive book that reminds me what it means to be of service even on days when things are not working out so well on the service front. Now I'll probably need to practice the other boss' advice to highlight gems that have struck a chord with me so I can refer to them a lot easier.
As someone who has been at FOH at an ice cream parlour for the past 3 years, most of these rules were things I have done myself. I just didn't know they were rules haha! But it's really nice to know that the things I have done right are the things that help give better service to my customers.
There were a couple that I didn't really agree with as sometimes I really can't deliver or I feel like I'm in the right (depending on the situation). I do think though that what and how Lee Cockerell puts forward his reasons make sense. Like he does it in a way that is cheerful and encouraging and why it's a good idea so even if I don't agree, I feel like I have a lot to learn.
The best thing about this book is how short the chapters are. So the other boss will tell his front-line to read a chapter every day and it's doable for them. It doesn't feel like a drag and it's quick to absorb that chapter's lesson. Cockerell's anecdotes help with that as well. And in the case that I find the chapters too short (as I tend to sometimes), I can always read another!
This book is a very positive book that reminds me what it means to be of service even on days when things are not working out so well on the service front. Now I'll probably need to practice the other boss' advice to highlight gems that have struck a chord with me so I can refer to them a lot easier.
May 1, 2023
In his book "The Customer Rules," Lee Cockerell, former Executive Vice President of Walt Disney World, shares his indispensable rules for serving customers with consistency, efficiency, creativity, sincerity, and excellence.
In "The Customer Rules," Cockerell outlines 39 essential rules for delivering sensational service. These rules are based on his own experiences and the experiences of other successful customer service professionals.
Some of the key rules in "The Customer Rules" include:
・Make the customer the hero. Every interaction with a customer should be an opportunity to make them feel special and appreciated.
・Go the extra mile. Don't just do what's expected of you - go above and beyond to make sure your customers are happy.
・Be sincere. Customers can spot a fake from a mile away. Be genuine and authentic in your interactions with them.
・Make it easy. The easier it is for customers to do business with you, the more likely they are to come back.
・Empower your employees. Give your employees the tools and resources they need to provide excellent customer service.
Here are some additional thoughts on the book:
・I found the book to be very informative and helpful. Cockerell's rules are practical and easy to follow, and they can be applied to any business.
・I particularly appreciated Cockerell's emphasis on the importance of sincerity and empowerment. He makes a strong case that these two factors are essential for providing truly exceptional customer service.
・Overall, I thought "The Customer Rules" was an excellent book. It's a must-read for anyone who wants to learn how to provide truly exceptional customer service.
#100booksinayear #100bookschallenge #goodreads
In "The Customer Rules," Cockerell outlines 39 essential rules for delivering sensational service. These rules are based on his own experiences and the experiences of other successful customer service professionals.
Some of the key rules in "The Customer Rules" include:
・Make the customer the hero. Every interaction with a customer should be an opportunity to make them feel special and appreciated.
・Go the extra mile. Don't just do what's expected of you - go above and beyond to make sure your customers are happy.
・Be sincere. Customers can spot a fake from a mile away. Be genuine and authentic in your interactions with them.
・Make it easy. The easier it is for customers to do business with you, the more likely they are to come back.
・Empower your employees. Give your employees the tools and resources they need to provide excellent customer service.
Here are some additional thoughts on the book:
・I found the book to be very informative and helpful. Cockerell's rules are practical and easy to follow, and they can be applied to any business.
・I particularly appreciated Cockerell's emphasis on the importance of sincerity and empowerment. He makes a strong case that these two factors are essential for providing truly exceptional customer service.
・Overall, I thought "The Customer Rules" was an excellent book. It's a must-read for anyone who wants to learn how to provide truly exceptional customer service.
#100booksinayear #100bookschallenge #goodreads
July 25, 2021
Books like these are excellent reminders to be on your game before the creeping numbness of customer service work takes hold and wrings any creativity and sincerity from your work. Unfortunately, it's also extremely common sense most of the time. It can be pretty obnoxious to hear a rich older white guy tell you about great service when you know much of it was as a result of his name recognition and social standing, particularly in interactions with hotels, high-end eateries, and airports.
On the other hand, the customer service stories and even the generic "hey, do good work" rules are reminders of what we must do and what we can easily forget. This book isn't going to blow your mind, but it may refresh your enthusiasm and creativity the next time you're in a customer service pickle.
A note about the audiobook: it's great to be able to hear this book while doing something else, like washing dishes or tidying up. It's a shame that the book was read by the author. He seems like an interesting guy, but his delivery for the vast majority of the content is flat as flat can be. A professional voice actor or audiobook narrator would have brought a lot to this content, which can be a little dry.
On the other hand, the customer service stories and even the generic "hey, do good work" rules are reminders of what we must do and what we can easily forget. This book isn't going to blow your mind, but it may refresh your enthusiasm and creativity the next time you're in a customer service pickle.
A note about the audiobook: it's great to be able to hear this book while doing something else, like washing dishes or tidying up. It's a shame that the book was read by the author. He seems like an interesting guy, but his delivery for the vast majority of the content is flat as flat can be. A professional voice actor or audiobook narrator would have brought a lot to this content, which can be a little dry.
July 2, 2017
I loved this book.
The writer was the head of WDW operations from 1990-2006, which is what I would call the Golden Years of Disney. I moved to Florida in 1989, and nearly every year we would take multiple visits to Disney World, I tell people I was raised “Mousecatarian” as we usually went on Sundays instead of Church. During these years and growing up around the amazing customer service that Lee had in place, I learned hospitality from all of the adults surrounding me, I even made friend with some of the cast members. It left such an impact on my sister that she now works for the company, and I work with a deep seeded partner company that also prides itself on the same kind of customer service.
The book was something I wouldn’t call enlightening for myself or someone who has had the same upbringing, as we all just consider it the standard of service we’ve come to expect and mirror. This book did put names to many of the different strategies in play, and I enjoyed that.
I have recommended this book to many of my friends who have lived a very similar life as me.
The writer has his phone number, and email address on his site, and he promises to answer both in a timely manner, and says that he always answers his phone. I plan to write him and thank him for what he has done, and ask if he knows what he has inspired my peers.
The writer was the head of WDW operations from 1990-2006, which is what I would call the Golden Years of Disney. I moved to Florida in 1989, and nearly every year we would take multiple visits to Disney World, I tell people I was raised “Mousecatarian” as we usually went on Sundays instead of Church. During these years and growing up around the amazing customer service that Lee had in place, I learned hospitality from all of the adults surrounding me, I even made friend with some of the cast members. It left such an impact on my sister that she now works for the company, and I work with a deep seeded partner company that also prides itself on the same kind of customer service.
The book was something I wouldn’t call enlightening for myself or someone who has had the same upbringing, as we all just consider it the standard of service we’ve come to expect and mirror. This book did put names to many of the different strategies in play, and I enjoyed that.
I have recommended this book to many of my friends who have lived a very similar life as me.
The writer has his phone number, and email address on his site, and he promises to answer both in a timely manner, and says that he always answers his phone. I plan to write him and thank him for what he has done, and ask if he knows what he has inspired my peers.
November 22, 2017
In service business, the rules to win customers' hearts is simple, treat them like your mother (as author mentioned in the book) Just imagine how you wish your mother to be treated then you know how you should do to your customers.
He listed out 39 rules, nothing really magic or difficult to understand, but we often lose temper or patience when dealing the bad attitude customers. He shared his personal experiences while working in hotels and Disneyland. Very precious and useful to be a good listener and predict, simulate the need of what customers might need next.
I think in a company, the difficult part is still humans. The employees need to take company as their family business so they would really work hard with heart. The boss should also treat their employees like a family member ( usually not possible), so they can both understand each other's situation.
Good management is never easy and though this book focus mostly on the rules to customers, still how to train our employees to be professional is probably the most challenging part.
He listed out 39 rules, nothing really magic or difficult to understand, but we often lose temper or patience when dealing the bad attitude customers. He shared his personal experiences while working in hotels and Disneyland. Very precious and useful to be a good listener and predict, simulate the need of what customers might need next.
I think in a company, the difficult part is still humans. The employees need to take company as their family business so they would really work hard with heart. The boss should also treat their employees like a family member ( usually not possible), so they can both understand each other's situation.
Good management is never easy and though this book focus mostly on the rules to customers, still how to train our employees to be professional is probably the most challenging part.
March 7, 2018
I wish I could send this to myself about 12 years ago. Since then, I’ve built quite a few skills in management and customer service to the point that most of the “rules” in this book are already well heeded by me. It is a great jumping off point for people new to management, or very old and unchanging to it.
There is a part where Lee says “there’s no such thing as a bad customer” to which I completely disagree. This is where I take a Tim Ferriss perspective: drop 20% of your (worst) customers to gain 80% time. I work in a hybrid sales/customer service position for high end product and there are certain customers I would rather not have at all, as they suck my time, lower my demeanor, and negatively impact the experience of other customers. Is this not a bad customer?
I think for how progressive Lee is, there are a few dated concepts in this book.
There is a part where Lee says “there’s no such thing as a bad customer” to which I completely disagree. This is where I take a Tim Ferriss perspective: drop 20% of your (worst) customers to gain 80% time. I work in a hybrid sales/customer service position for high end product and there are certain customers I would rather not have at all, as they suck my time, lower my demeanor, and negatively impact the experience of other customers. Is this not a bad customer?
I think for how progressive Lee is, there are a few dated concepts in this book.
January 3, 2021
While I enjoyed this book and got a lot of value out of it, there are some things that I vehemently disagree with Mr. Cockerell about. His assertion that there are no bad customers, everything needs to be done ASAP, and everyone should be always available might make sense for executives like him, but it doesn't for frontline employees. He does not mention what is in it for the employees other than the companies success. While I consider myself a high-performing employee and am very customer focused, I value work/life balance and do not believe that employees can realistically be held to this high of a standard. Employee retention is just as important as customer retention and this book often neglects that.
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August 20, 20252025-08-20
Review 2025.07.015
Reviewers Note: It is the middle of 2025 and I am not doing a good job of keeping up with this desired goal of mine to write book reviews. I do not want to lower my expectations but I am going to so that I can catch up. This will mean short reviews on the books I read.
The Customer Rules by Lee Cockerell
208 Pages
The rules were good. The chapters were short and easy to read in small chunks of time. I was hoping to use it in my business but I struggled to find a practical way to use it. We are a very small business (5 employees) so that is definitely a function of the problem.
It was not a waste of time to read but not a strong push to recommend it.
Review 2025.07.015
Reviewers Note: It is the middle of 2025 and I am not doing a good job of keeping up with this desired goal of mine to write book reviews. I do not want to lower my expectations but I am going to so that I can catch up. This will mean short reviews on the books I read.
The Customer Rules by Lee Cockerell
208 Pages
The rules were good. The chapters were short and easy to read in small chunks of time. I was hoping to use it in my business but I struggled to find a practical way to use it. We are a very small business (5 employees) so that is definitely a function of the problem.
It was not a waste of time to read but not a strong push to recommend it.
July 17, 2017
Rule #40 - Read this book
If you interact with other human beings you can benefit from the principles Lee Cockerell lays out in this book. If your business involves interacting and meeting and then exceeding your customers' or guests' expectations then the principles in this book will help you achieve that goal and enhance your bottom line at the same time. Even if you are an IT Project Manager like me you can learn and be reminded of the common sense rules of human nature and how they can be applied in whatever business you are in.
I recommend you follow Rule #40 and get your copy today!
If you interact with other human beings you can benefit from the principles Lee Cockerell lays out in this book. If your business involves interacting and meeting and then exceeding your customers' or guests' expectations then the principles in this book will help you achieve that goal and enhance your bottom line at the same time. Even if you are an IT Project Manager like me you can learn and be reminded of the common sense rules of human nature and how they can be applied in whatever business you are in.
I recommend you follow Rule #40 and get your copy today!
January 26, 2020
A solid little book full of basic business lessons that seem to be self-evident but can all too often be forgotten in the day-to-day of business. As the title indicates, the lens used is that of customer service, but as Cockerell correctly points out, whether your job directly relates to customer interactions or not, even supporting parts of a business should have customer service as a key driver. After all, what is a business but something providing goods and services to customers? Whether it's thinking about how to provide better services your customers want, treating customers with respect, or being someone of trust and integrity, Cockerell uses real world experiences (as both customer and service provider) and a dash of homespun wisdom to remind the reader of fundamental rules of creating great relationships with your customers and co-workers. A great way to brush up on the fundamentals.
February 18, 2020
Fantastic! Easily the best book on customer service that I’ve ever read. Each rule is simple and easy to follow, and each one has a specific reason for existing. I have a set of 7 Customer Service Principles I live by (and teach) and I was happy to see congruity between several. For example, my rule #5 is ‘Never Start With No’ and Lee Cockerell’s rule #34 is ‘Never Say No - Except No Problem’. I picked up a lot of great tips with this book, but that’s not really a surprise because I’ve read a lot of Lee’s work and subscribe to his podcast as well. If you’re in the customer service business (*hint-you are!) then this book is a must read.
February 16, 2024
3.75 - 4 stars rating
This book was an easy read, and would be good introductory book to highschoolers going into the work force or anyone with zero customer service experience. Solid advice, some rules probably for sure have heard before, but collected in one place. Lee Cockerell also describes diplomatic scenarios where may have to deal with difficult customer and gives tips to how to diffuse those situations in a positive manner.
One rule especially like " #20 - Be a Wordsmith - Language Matters " is a great self improvement rule applicable anywhere in life, not just customer service. Not a life changing book, but a good reminder read that is simple to digest.
This book was an easy read, and would be good introductory book to highschoolers going into the work force or anyone with zero customer service experience. Solid advice, some rules probably for sure have heard before, but collected in one place. Lee Cockerell also describes diplomatic scenarios where may have to deal with difficult customer and gives tips to how to diffuse those situations in a positive manner.
One rule especially like " #20 - Be a Wordsmith - Language Matters " is a great self improvement rule applicable anywhere in life, not just customer service. Not a life changing book, but a good reminder read that is simple to digest.
September 24, 2017
Lee has a lifetime of experiences to share from some highly respected customer service driven organisations and has distilled it down into only 39 rules.
They sound so simple but guess its messy and hard to get them constantly adhered to by everyone.
They are not only essential but should form the solid foundation for a customer service driven organisation.
The sooner you adopt them the sooner you will see the results.
They sound so simple but guess its messy and hard to get them constantly adhered to by everyone.
They are not only essential but should form the solid foundation for a customer service driven organisation.
The sooner you adopt them the sooner you will see the results.
May 2, 2019
If you work in customer service, that's a book to read. The content is properly structured, straight to the point, sparkled with real-life stories. It's very easy to digest the content as each chapter is rather short and you can easily jump off after one and come back later on without losing a point of the author.
May 17, 2019
Great practical guidance
This book was an quick read with advice that is easy to apply. Customer service can be difficult and frustrating and the guidance in this book keeps pointing to the importance of keeping your customers happy. I would definitely recommend this book no matter the industry in which you work.
This book was an quick read with advice that is easy to apply. Customer service can be difficult and frustrating and the guidance in this book keeps pointing to the importance of keeping your customers happy. I would definitely recommend this book no matter the industry in which you work.
June 23, 2022
As a Disney fan, I absolutely loved reading this book! It shines a light in the magic behind the scenes and the true attention to detail that allows a company provide the best service for their guests. Even as someone who doesn’t own a business or work in the hospitality industry, I enjoyed this book for the practical life lessons you can glean from it.
January 26, 2024
Sách bao gồm 39 điều tác giả rút kết để có thể làm hài lòng khách hàng, đặc biệt trong ngành dịch vụ. Các ngành nghề kinh doanh hầu như đều có thể áp dụng. Từng quy luật được ví dụ minh họa bởi chính trải nghiệm của tác giả, khen dịch vụ có, chê dịch vụ có nhằm mang lại góc nhìn đa chiều cho người đọc. Sách hay, đáng đọc.
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