What distinguishes Chick-fil-A and Rackspace is that both companies have created what might be called a “Golden Rule” culture. Employees treat customers as they would like to be treated if they were in the customers’ shoes. Rackspace calls it “Fanatical Support” and views it as a cornerstone of the company’s competitive advantage. As I mentioned in an earlier post, Chick-fil-A CEO Dan Cathy says, “We strive to deliver something for which there is unlimited demand — being treated with honor and respect.”
A must read article on an intangible asset – delighted customers: The Value in Wowing Your Customers, by Fred Reichheld, Harvard Business Review.
Strongly recommend that you also follow the links from the article too.