Only too often, we falter when it comes to completing a task properly and on time. It is the last 10 per cent that seems to elude us-and this usually results in a negative customer experience. But then some companies-Wal-Mart, Starbucks, Nestlé and Southwest Airlines, to name a few-are far ahead of the curve: they have customers at the heart of whatever they do. What do these companies do that sets them apart? They genuinely believe in delivering a great customer experience; the thinking that accompanies this belief makes all the difference. The Last Ten Per Cent shows us how to go that extra mile.