If satisfying a customer is a point of indifference, how do you get customers to prefer you? You give them something that will delight them—something that they didn’t expect from your product or service. This could be something small, like a mint on a pillow in a hotel room, or it could be a feature that actually meets a need they didn’t know they had, like—in the early 1980s—car doors that close easily. I’ll bet you can guess what system provides the information that allows you to select the most cost-effective delighters: CQA.