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The services that businesses provide — even insurance services — can seem like impersonal commodities: Personal gestures make for much stronger relationships. (Photo: iStock)

Service businesses can be tough for many reasons. One of the biggest is that when they do their jobs and deliver the promised service, people rarely notice: it’s just expected they’ll do so. But should they fail to deliver all or even part of what’s expected, that’s a whole different story.


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