"Don't look at yourself, look at your customer. Be sure you have your customer in mind when you create something. Be sure it's customer-focused, not self-focused," says Horst Schulze, who is the Founder, Chairman & CEO of the Capella Hotel Group, and Co-founder & Former COO of The Ritz-Carlton Hotel Co. Horst definitely knows a thing or two about creating excellent customer service and has some great insights to share with us—many more of which can be found in his latest book, Excellence Wins. Horst shares the wisdom that transcends hotel management and can be employed by CX practitioners in any establishment where customers are being served.