Bill Gates, Founder of Microsoft "Your most unhappy customers are your greatest source of learning."

Years ago, when I was in graduate school, I enrolled in a course titled, "Services Marketing." Among other things, my professor required that we document three positive and/or negative customer experiences we had each week to share with the class.

We were asked to include the following:

1. Describe what happened.

2. How did this make you feel?

3a. What should they have done to make your experience better?

or

3b. What did they do that exceeded your expectations?

At first, I viewed this as just another task on my "to-do" list, but soon discovered what a valuable learning exercise it turned out to be! I continue documenting my experiences in a log book (it