Every company has its own values and brand with which it wants its customers and clients to engage and develop loyalty. At the same time, research shows that 70 percent of customer brand perception is determined by experience with the company s employees. Moreover, 41 percent of customers are loyal because of good employee attitude. This book shows how companies can translate their values and brand into the daily practices and behavior of their employees, especially those who must deal directly with customers. Drawing its principles from psychology, sociology, philosophy, neuroscience, and leadership, the 31 Practices method has been successfully adopted by large and small companies around the world, and has been responsible for significantly enhancing customer satisfaction and loyalty.