Dana VanDen Heuvel uses his morning coffee experience to explain how good customer service generates return business. It's something that far too few companies pay attention to.

As much as I prefer the Spicy chicken sandwich at Wendy's, this is the same thing that drives me to McDonald's when I go for fast food. Wendy's service is just too variable - I've seen bad McDonald's service, but it's much rarer in my experience.