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Personal Touches Go a Long Way

Chip Heath of the Stanford Graduate School of Business discusses how organizations need not spend much to win their customers’ affections, but simply be thoughtful about the small details that delight us. Drawing from “The Power of Moments,” his latest book with his brother, Dan, the business professor details how a seemingly nondescript hotel manages to outrank high-end chains in customer reviews with perks like poolside popsicle service.