TRUSTED was founded on BBB’s mission to set and maintained high standards for trust.Through this platform, we discuss trust and its impact on doing business better in our 21st-century marketplace. We know the world is evolving and changing every day, so how is that impacting the marketplace? With TRUSTED, we pull together stories about businesses and consumers that help answer this question. The winter 2018 issue of TRUSTED does so by taking an in-depth look at exceptional customer service. The theme for this issue is "The customer is always first: Walking a lifetime in your customers’ shoes." While planning this issue, we asked ourselves “What does the consumer expect, and how can businesses go above and beyond in meeting those expectations?” One of the key things we learned is that customer service is no longer just an action. It's more of a feeling. It's about connecting with the individuals you serve, whether they are businesses or consumers. No matter how you define your customer, exceptional customer service is about connecting heart to heart with them and understanding their needs. Customers want a relationship with brands, and brands who take the time to engage in customer relationships are the ones winning big time. For example, our team sat in a meeting room at the Chick-fil-A headquarters and noticed all the chairs in the room were grey except for one red chair. When one of the executives spoke to us about customer service, he shared the reason for the red chair. He said every Chick-fil-A meeting room has a red chair, and it represents the customer. In every Chick-fil-A meeting, no matter what they’re discussing or deciding upon, the meeting participants look at the red chair and ask themselves, "Would the customers be happy? Would they start to scratch their heads? Would they say 'Is this Chick-fil-A?' Is this right?" That red chair keeps the restaurant chain honest, it keeps them pure, and it keeps their customers in front of them always. Businesses sometimes can gloss over their customers, but if a representative is always sitting there, always in front of you, how can you forget them? Whether in our personal or professional worlds, let us all remember whom it is we serve and always keep a red chair in clear view. We invite you to dive into the winter issue of TRUSTED and join us in discussing and defining customer service done right. Find articles at BBBTRUSTED.org, or request your print copy.