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Crafting the Customer Experience For People Not Like You: How to Delight and Engage the Customers Your Competitors Don't Understand by Kelly McDonald

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Chapter 4

We’re Not “One Size Fits All” Anymore

Is it just me, or does it seem to you like business was easier “back then”? Depending on how old you are and how long you’ve been working, “back then” can mean anything from a few years to several decades ago. The fact is that business has changed substantially in recent years—for the better, in my opinion, since most businesses can serve their customers more rapidly and efficiently than ever before. We can communicate with customers in ways that weren’t possible even a decade ago. We can access data that gives us more information about customer preferences and adjust our products, services, delivery, and communication to better fulfill those desires. We can have meetings with anyone in the world via Skype and can communicate with millions via Facebook and Twitter. We can learn—immediately—if customers are happy or unhappy with us, and we can take steps—immediately—to rectify customer service problems when they arise.

This is terrific progress; business and customers alike benefit from technology, analytics, refined business practices, greater transparency, and better communication. But with these rapid changes come challenges, especially in the area of creating a wonderful customer experience. There is tremendous pressure on businesses to make every customer not just happy, but thrilled. That challenge can be daunting. When you add into the equation that today’s customers are very diverse, figuring out how to best serve people not ...

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