How often have you complained about poor customer experience at a hotel, an airport, with your telecom operator or even with your neighborhood grocery store? Our guess is more often than you would like. From the biggest global technology companies to the most customer-friendly brands, there are aspects to customer experience that go amiss despite large budgets or industry best practices. Through 13 relatable stories from Indian businesses, Customer First highlights lapses in customer experience efforts and how these issues were tackled or could have been successfully tackled.—Back cover.