33 mins, 1999        [password required] This video looks at the experience of three very different organisations: the AA, the Co-op Bank and Amnesty International. Service companies have no product - so they have to clearly identity their service: make it real. Successful companies need to know their customers. They must also give a consistent message - one everyone in the organisation can understand and believe in. Customer loyalty is vital, too - and all three organisations put special efforts into keeping customers with them. But what do customers really think of their service?