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According to the US Bureau of Labor Statistics, the service industry is responsible for over three‐fourths of all employment and is expected to account for all net job growth during the next decade. As this industry grows in size and economic importance, companies are rediscovering the value of those who deliver the service. As a result, experts believe survival for these businesses in the 1990s depends on creative approaches to finding, training, and retaining the best customer‐contact workers. While, unfortunately, most companies still view them as mindless robots, a few have managed to realize their importance and have made headway in encouraging them through conscientious management programmes. Their suggestions and examples can be a lesson to all.