You didn’t pick up this book because you want to know how to provide terrific customer service. There are plenty of good books and articles on the subject, and they all cover the basic principles of being polite, efficient, and responsive to customers’ needs. You picked up this book because you’re smart enough to know that the business climate out there is changing. In fact, it’s already changed. It’s not easy to provide a level of customer service that resonates with all your customers anymore. It’s more fragmented than that. People are not “one size fits all,” and therefore, one sweeping customer service approach isn’t going to cut it when it comes to satisfying—much less delighting—a diverse group of customers.
Providing a great experience to different kinds of people isn’t just the right thing to do. It’s the strategic thing to do. Crafting a customer experience that caters to people not like you will improve your business in five ways: