People are more diverse than ever before, and our differences manifest themselves in a number of ways. It may mean differing expectations about speed of information. (instantly, in the next few seconds, or by the end of the day). It may mean differing preferences for communication (texting vs. calling or sitting down to meet with a customer). Even racial, ethnic, religious, generational and geographic differences come into play for satisfying customers service expectations. This book will show readers why a one-size fits all approach to customer service is no longer viable and why a customized approach to working with customers is the new way to garner business, loyalty and create brand ambassadors. Companies, brands and products are struggling to differentiate themselves in a sea of sameness and the easiest way to foster long-term loyalty and brand preference is with exceptional customer service. Business owners cannot control the economy, the stock market or the