After a discussion about the difference between customer care and customer service, including some customer care nightmares, JoAnna and Jim talk about the importance of developing leadership in your organization as you deliver "customer care" to your customers.

One of the things Vickie does is mystery shopping. She is employed by companies to actually go to those businesses and report back how she was treated. During this visit, Vickie talks with Jim about how mystery shopping works, and how it will help you improve your business. She also shares some of the things she has learned since she began this profession.

John shares some customer care perspectives from South America. After talking to a caller about his perspectives on customer care, they move on to talk about how the decline in customer care quality is a management crisis in the America, and how to help your business avoid this crisis with something John calls a "customer audit".