“When you call the customer king, you must give him royal treatment” This message from the authors of the book you hold in your hand reaffirms one of the most time-honoured corporate mantras for growth, survival and success. Power of High Touch is a power-packed rulebook for practicing managers, entrepreneurs, CEOs, business leaders and research scholars looking to understand, appreciate and apply the significance of customer care and hospitality in any industry. Recounting varied experiences from their rich repertoire, the authors exemplify that flawless customer care is only possible when it is pursued as a mission, with not just talent but extraordinary perseverance to achieve desired results. Tomorrow’s empowered customer will be more demanding than can you see in your mind’s eye today, the authors predict. Especially, in a world full of shifting business paradigms and innovation where the customer has been steadily gaining space and significance. Cultivating and nurturing the culture of customer care will be the only way forward. MOID SIDDIQUI has served corporate India in senior and board level positions in both the public and the private sector. He is the author of sixteen management books; three of these – The Brave New Manager, Corporate Soul and Enrich Your Personality – have received Best Book of the Year and Commendation awards. His articles have been published in the Chicken Soup series and in the Training & Development journal of American Society for Training & Development. FEROZ SIDDIQUI has been based in the Middle East since 2005, serving the Singapore government, most recently on a diplomatic posting in Riyadh, responsible for promoting business relations between Singapore and the Kingdom of Saudi Arabia. During his decade-long tenure in IE Singapore, he used his flair for writing to compile his first book, Venture India – A collection of stories of successful Singapore companies in India. He has been interviewed for both print and TV media, in Qatar, Singapore and Saudi Arabia.