"In some cases, we actually make it hard for customers to do business with us. [I saw] that little things make a big difference. For example, just having signage that people understand. Having friendly and helpful employees. As a bank, we often think that only the financial products themselves matter–but there is so much more that goes around that."

Christoph Brunner, COO of Credit Suisse’s private-banking unit as quoted in Fast Company (July 2006)