Customer service may soon be a thing of the past except for a few companies and organizations that pride themselves on providing their customers with extraordinary service. The U.S. is becoming a rude society.

Fewer people care about or expect good customer service. Too many companies are living on past reputations. A new generation of senior executives has no idea what customer service is all about. The author attributes this to a society of people all thumbs about their pods, pads and berries and oblivious to the world around them.

This book should be a must read by CEOs, senior managers and heads of PR and customer service at all companies, organizations and institutions as well as local, state and federal governments.

The book cites how poor customer service or lack of it has caused and exacerbates crises. There are separate chapters on basics, listening, responding, telephone etiquette, and the problem of gate guardians as well as separate chapters for a more comprehensive look at the success of several companies including Amica Mutual Insurance Co., Marriott and Crystal Cruise Lines.

The author, Rene A. Henry, draws from the successful practices of CEOs who know extraordinary customer service to provide the reader with a menu of proven ideas that can be adapted for any type of business, product or service. The book looks at how the Nordstrom family empowers its employees with ownership and entrepreneurialism.

Why Amica Insurance has been honored time and again for 100 years for the way it treats its customers. How Carl Sewell became one of the nation's largest luxury car dealers by turning one-time buyers into a lifetime customers. The way Amazon has profited from Jeff Bezos' customer-centric philosophy.

The importance Bill Marriott, Jr. places on management by walking around has made it the leader in the hotel business. Ukrops Supermarkets became a major regional chain with a contrarian strategy. Brad Tilden attributes the success of Alaska Airlines to the company's culture and passion for customer service. Crystal Cruise Lines is consistently ranked #1 in its category because Gregg L. Michel and his team listen and respond. Jim Cabela of Cabela's spends time every week to personally read and answer mail in order to exceed customers' expectations.