Service is integral to Cutting Edge; if a client is not happy, they can lose business. Marcus likens service to a gecko's suction capacity; once you get a client, you never let him/her go. Marcus introduces Barney Bradley who instructs everyone to close eyes and imagine a computer support frustration. He then asks them to imagine the joy one feels when great service is finally delivered. Sam explains the importance of GECKO. Get it right first time -- no mistakes. Efficiency -- one can simultaneously field a call and acknowledge the presence of someone who needs service. Having a Can-do attitude is vital -- the notion that a company "might" do something, conveys the impression it won't happen. A client who can count on you has a sense of confidence. Alex likes her customers to feel special; it is how they grow their customer base. Sherry loves Knowledge -- finding out about her customers; the more she knows about them, the better the service she can give, whilst for Serena knowledge is part of preparedness. Outcomes is about finding an answer, setting a deadline and sticking to it. Steve's motto: turn a complaint into congratulations!