In this episode of Retain: The Customer Retention Podcast, host Lauren DeSouza is accompanied by Ron Kaufman, the CEO of Uplifting Service. As a keynote speaker and author who’s considered an authority on all things customer service, Ron has helped transform the cultures of many global brands, including Microsoft, Xerox, and Coca-Cola. During their conversation, Lauren and Ron discuss the four categories of value for the customer, why businesses need more than a good product, the fairly unknown origins of the term ‘customer’, and how retention works across different industries.