Virgin Group founder Sir Richard Branson serves travelers abroad a Virgin America flight New York to San Francisco in a handout photo from Virgin America.

Dos Equis may lay claim to The Most Interesting Man in the World, but it’s another brand that boasts the world’s most interesting and famous customer service representative: Virgin Group Founder, Richard Branson.

While the billionaire son of a barrister and flight attendant could easily take a break from the business spotlight, he chooses to continually shine it toward what he believes is a key differentiator for all brands including his own, and that’s customer service. In Forbes, Entrepreneur magazine, the Wall Street Journal, and on his own blog and Twitter (when Richard Branson tweets, it’s him, not an assistant or a PR firm), Branson consistently credits customer service as a key to his companies’ and other companies’ success. And if Sir Richard Branson is willing to dress up as a female flight attendant and serve drinks in front of the cameras (even if it was the result a bet), you better believe he is willing to do whatever it takes to promote his brand’s service.

Here are five key words of advice for any customer-focused organization from The World’s Most Famous Customer Service Representative:

1. On setting realistic customer expectations from Entrepreneur magazine: “The key is to set realistic customer expectations, and then not to just meet them, but to exceed them — preferably in unexpected and helpful ways. Read More