Service companies sell an experience. Perform an Internet search for "Customer Service Hall of Fame." Analyze the companies that top the hall-of-fame list. What do they do that makes them great service companies?

Now review the methodology. How robust or trustworthy is the methodology? What do you like? What would you do differently? Just for the fun of it, perform an Internet search for "Customer Service Hall of Shame." Do you see any surprises here?