When it comes to looking after our customers, quite often there’s a gap, a huge gap between theory and practice. There are books about customer relations, there are videos about customer relations, and there are Gurus (mostly self-appointed) about customer relations. None of them actually have to deliver customer relations. That chore is left to what was known in the last two World Wars as the PBI – as in “Poor B….y Infantry”- the foot soldiers. The front line people – your front line people. So what do they make of it all?