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As business becomes increasingly competitive, brand loyalty decreases and customers enjoy greater level of empowerment and choice, maximising the customer experience has been shown to be key to building and maintaining the customer relationship. But how can a business ensure it’s frontline staff are truly able and committed to delivering the customer’s brand promise, give real customer value, as perceived by the customer and maximise opportunities to give value through advice, deal with enquiries and complaints well? Whilst we might first think of providing staff with a training programme, in reality there are a number of interdependent elements that will impact on the service the customer receives.