It's not just rank-and-file workers who need to be focused on delivering great service. The CEO and top managers need to buy in as well, writes Flavio Martins, vice president of customer support at DigiCert. "The basic secret to real customer excellence lies in one question alone. How often does the CEO talk to the business customers?" he writes. "If the CEO is busy meeting and greeting the customers, then the management realizes the importance of the customer and where the company is going."