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"C.H.A.R.A.C.T.E.R., Nine Essentials to Excellent Customer Service and Increased Profitability" will enlighten you on the key characteristics a business needs to attract quality employees and customers. It will encourage you to embody these traits so they are increasingly manifested by every employee and experienced by all customers. Your business will be inspired to make immediate adoption of these qualities and be positioned to positively affect profitability. Moreover, your business will develop character traits, which will result in Excellent Customer Service and Increased Profitability. As you practice the Nine Essentials, the desired outcomes of increasing revenues and hiring and retaining quality employees will materialize.