This document discusses techniques for improving service excellence and customer experience through better communication and influencing the subconscious mind. It emphasizes that non-verbal communication accounts for 55% of what is communicated and that mastering non-verbal skills can optimize over 90% of communication. It also discusses using techniques like neurolinguistic programming and hypnosis to optimize the power of the subconscious mind, which accounts for over 88% of our thinking, to achieve goals and improve performance, productivity, and customer satisfaction.