Erik Vermeulen presented on ways to improve customer service and reduce customer churn. The top reasons customers leave are unresolved service problems and feeling employees are disinterested. Customers expect accessibility, courtesy, responsiveness, promptness, competent employees, clear expectations, commitments to be met, issues to be resolved on first contact, and social/ethical responsibility. The key lessons are to prioritize service, advocate for customers not just sell, understand irrational customer behavior, create intrigue through mystery, freely provide helpful information, and be authentic in interactions.