Treating customers differently is the single easiest operational way to transform your organization, by giving loyal and profitable customers a reason to come back.

“Treat[ing] customers differently [is] the single easiest operational way to transform your organization, by giving loyal and profitable customers a reason to come back. The danger is that your team will misunderstand the entire point of the exercise, using it as an opportunity to cut corners on the hoi polloi at the same time they try to save money by investing less in the very people you set out to serve better in the first place.” Seth Godin

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