Competition in the hospitality industry forced astute practitioners to discover and embrace new ways to reach, engage and listen to feedback from guests. The awareness led these professionals to develop comprehensive profiles of guests' preferences and consumption habits. This information has enabled them to anticipate evolving customer needs and desires, offer more innovative product/service options, reward customer loyalty and, ultimately, achieve enviable increases in customer satisfaction. Furthermore, the most successful hospitality industry providers accomplish this while making the consumption of their services easy, often in difficult circumstances. Can the same be said about health care service providers who share many common points of contact in service engagement? Unfortunately not, according to original research Stowe Shoemaker, PhD, and I conducted for our new book Hospitable Healthcare: Just What the Patient Ordered!