Ron Zemke is president of Performance Research Associates, Inc. and co-author of the best-selling Service America in the New Economy, the Knock Your Socks Off Service series, Generations at Work, and Service Magic: The Art of Amazing Your Customers. He has consulted with GM, Giant Eagle, Turner Broadcasting System, Best Buy, Microsoft, Sun Microsystems, and Pricewaterhouse Coopers. An award-winning business writer, he serves as senior editor of TRAINING magazine and is a syndicated columnist for the American City Business journals.