The Winning Manager’s Playbook

Differentiated customer service

The third generic strategy is to offer outstanding customer service. If the level of service offered by the firm is truly valued by customers, the firm won’t have to resort to low prices to sell its products.

A True Story

One of our wives is an avid bicycle rider. Some days she rides 60 to 100 miles—and she calls it fun. She even smiles while she’s doing it.

She purchased her newest bike from a shop that provides lifetime service (adjusting the brakes, the gear shifts and the chain). One afternoon, after washing off her bike after a long ride, she left it at the corner of the garage, right behind our automobile. When we backed out to do an errand, we ran over the rear wheel of the bike.

The bike shop fixed the ...