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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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THE DEFINITION OF “PEOPLE NOT LIKE YOU”

I define diversity as “any way that I can be different from you.” For example, if you have kids and I don’t, we’re likely to have different priorities and face different pressures. Your entire focus shifts when you become a parent, because it has to. Parents think about and evaluate everything differently from people who aren’t parents. But that difference has nothing to do with race, ethnicity, age, or even gender; it simply has to do with whether or not you have children.

Someone who lives in a major metropolitan area is different from someone who lives in a small, rural community. Imagine the customer service implications of each scenario. The city dweller may appreciate speed and efficiency above all else. Super busy and rushed all the time, the city dweller has to spend valuable time fighting traffic just to get where he or she wants to go and has to fight crowds everywhere. If you were a merchant catering to this customer, perhaps the greatest customer service experience you could provide would be one that saves time and reduces hassles.

But the rural customer may have none of those same issues. He or she may enjoy, above all else, the friendly, personal interaction received from someone considered to be a neighbor. A rural customer may perceive a merchant who provides a fast, efficient, no-nonsense experience as uncaring or aloof. On the other hand, that person will see a merchant who greets the customer by name, asks about his or ...

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