Art Suriano and The Ultimate Customer Experience


There is a difference between providing good customer service and creating the ultimate customer experience for consumers.  Unfortunately, most retailers don’t know how comprehending this principle can be the key to greater sales, customer loyalty, and a stronger bottom line.  With over 30 years of experience offering business solutions to large companies like Kohl’s, Revlon, Petco, and Barnes & Noble to smaller independent retail operations, Art Suriano has created a program that starts with a simple formula:

Customer Service + Customer Satisfaction = The Ultimate Customer Experience™

UltimateBookCoverNow in his new book THE ULTIMATE CUSTOMER EXPERIENCE, Suriano explains how and why some retailers are losing customers.  He also provides key solutions from his patented methodology that will show CEOs and managers how best to train their employees to create customer loyalty and increase initial and residual sales.

 “THE ULTIMATE CUSTOMER EXPERIENCE™ defines how a company can reach its full potential, and exposes common errors that are detrimental to any business type.  When a positive business culture is formulated and consistency is maintained, productivity and sales will increase, and disconnect will be eliminated.” —Art Suriano

According to Suriano, while most managers and CEOs think everything is going well on the retail floor, the bottom line is there is a host of problems such as:

  • Sales associates who show a lack of knowledge about the products sold in their departments.
  • Customers are often told to check online for a product not in stock in the store.
  • Free shipping is offered online, but not in store.
  • Discounts are offered online and not in store.
  • There are no associates available to help a customer in the store.
  • Employees and owners have lost sight of the most important thing in business—The Customer.

In THE ULTIMATE CUSTOMER EXPERIENCE™ Suriano shares personal anecdotes of poor service experiences he has had, and what could have been done to promote customer satisfaction.  He also shares his strategy for identifying where the problems may be within an organization, by first surveying the employees.  After finding out where the issues are, managers can provide training; streamline their digital and traditional marketing and sales; create a supportive culture that encourages service; and introduce an effective internal communication system that will maintain and grow a trained work force that becomes invested in the company for which they work.

In turn, Suriano reports increased sales numbers not just in one-time visits to the stores, but in residual purchases.  These satisfied customers want to return to the places where they have had the best service and THE ULTIMATE CUSTOMER EXPERIENCE™.  As Suriano points out, the marketplace is highly competitive in the wake of the Great Recession, and it is those businesses that are serious about how they interact with consumers who are going to be the long term winners in this economy.

Art Suriano is the CEO of The TSi Company. With 35 years of experience working and training major retailers and leaders in a wide variety of industries including retail, service, hospitality  and more. Mr. Suriano’s expertise and knowledge have resulted in clients’ large and small experiencing improvement in all aspects of their business. Mr. Suriano is a business executive, author, public speaker and an award-winning music composer.

For more information about THE ULTIMATE CUSTOMER EXPERIENCE™ and Art Suriano, please visit or contact Claire McKinney at 908-955-7563 or


By Art Suriano
Publication in 2014
ISBN: 978-1-4969-0929-9
Price: $15.95
Original Trade Paperback
148 pages



Donald Gross, author of The China Fallacy

dongrosssite“Understanding the complexity, risk and opportunity of China’s rise will drive American opinions and policy making well into the 21st century. This book makes an important contribution to that end.” –Jon Huntsman, United States Ambassador to China from 2009 to 2011

“THE CHINA FALLACY is essential reading for anyone who wants to understand American policy toward China. Its thoughtful recommendations on improving U.S.-China relations should be weighed seriously by all concerned with the impact of China’s rise.” –Samuel R. Berger, United States National Security Advisor under President Bill Clinton from 1997 to 2001

In Febchina fallacy (426x640)ruary 1972, the United States and China ended more than two decades of hostility and laid the basis for normal diplomatic relations that continue to the present day. The American diplomatic strategy behind this transformation helped bring about the demise of the Soviet Union and facilitated China’s remarkable economic growth.  Now, former White House and State Department official Donald Gross argues in his controversial and thought-provoking new book, THE CHINA FALLACY: How the U.S. Can Benefit from China’s Rise and Avoid Another Cold War (Publ. Date: October 25, 2012; Pages: 256; Price: $34.95; Publisher: Bloomsbury), that it is time for the United States to once again embrace and pursue a new strategy that improves America’s relations with China.  “Realizing a new paradigm for U.S.-China relations would confer numerous security, economic and political benefits on the United States over the coming decades,” writes Gross.

Drawing upon his deep experience in developing East Asian diplomatic strategy, Gross challenges the conventional wisdom that China hawks and protectionists have preached over the past decade that China poses a dire security and economic threat to the United States.  Closely examining the current U.S. military buildup to contain China, which began during the George W. Bush administration and has been accelerated under President Obama, Gross shows that this strategy could lead to a new Cold War – and not bring stability to the region, economic prosperity to the United States, or human rights and democracy to China.

Instead, Gross calls for debunking the fallacy that China and the U.S. will inevitably go to war and that China’s rise is occurring at the expense of the United States.  He calls for the U.S to work closely with China to resolve the major security, economic and political conflicts now dividing the two countries.  Reaching agreements to sharply lower trade and investment barriers with China would make America more prosperous.  Resolving major security conflicts with China would help ensure a stable peace in the Asia Pacific.  And improving U.S. relations with China would allow Chinese dissidents to achieve greater human rights and democracy in their own country.

Sure to provoke controversy, THE CHINA FALLACY is critical reading for anyone who wants to understand past, present, and future U.S. policy toward China.

Donald Gross is a policy expert, strategist and lawyer who also serves as adjunct fellow of Pacific Forum CSIS, a non-profit research institute affiliated with the Center for Strategic and International Studies. A former State Department official, he developed diplomatic strategy toward East Asia and negotiated sensitive international agreements. Earlier, he was a counselor of the U.S. Arms Control and Disarmament agency and director of legislative affairs at the National Security Council in the White House.