Through daily service encounters presented in the form of email exchanges between three key characters, touches on the possibilities of empowering oneself, empowering others and thereby making a difference to the customer experience. The conversations between Alice, Ruth and Paul on —short for Significance, Efficacy, Relationships, Variation, Extra mile—delves into the mind and heart aspects of driving empowerment for service excellence by having shared responsibilities and commitment to engage their clients, colleagues and stakeholders. The trio also identifies common challenges encountered and offers suggestions for resolving them. In the “Let’s _ink About It” sections, readers are cued reflective points to pause and explore the “What?”, “What else?”, “So what?” and “Now what?” of customer experience. This book takes an orchestrated approach to inspire readers and bridge the pathway towards a healthy service culture.