Roy's Blog: Customer Service
October 15, 2026
Customer Satisfaction Is Enough? Think Again
BE DiFFERENT Unfiltered™
The Sacred Cow Burial™
Business is full of accepted beliefs.
Some deserve to be buried.
This is one of them.
🐄 This Week’s Sacred Cow
🎯 “Customer Satisfaction Is Enough.”
It’s measured.
It’s reported to the board.
Organizations celebrate high satisfaction scores as if they’ve reached the finish line.
They haven’t.
They’ve barely made it to the starting line.
🚫 The Evidence
Satisfied customers leave.
Satisfied customers compare prices.
Satisfied customers switch brands.
Satisfied customers become someone else’s customer.
Why?
Because satisfaction is an expectation.
Not a competitive advantage.
No customer walks out of your business saying,
“Wow… they met my expectations.”
People talk about experiences.
They remember how you made them feel.
They remember the employee who went out of their way to help.
The unexpected gesture.
The problem that was solved without an argument.
The moment they felt valued.
That’s what creates loyalty.
Not satisfaction.
The organizations that win don’t aim to satisfy customers.
They aim to create Dazzling Experiences™.
Experiences that surprise people.
Experiences worth talking about.
Experiences competitors can’t copy.
And when something goes wrong…
That’s when extraordinary organizations separate themselves from everyone else.
They don’t hide behind policies.
They don’t explain why they can’t help.
They rely on Organizational Instinct™.
Their first response isn’t,
“Here’s our policy.”
It’s…
“How can I help?”
That’s Say YES!™
It’s not a slogan.
It’s not a customer service program.
It’s an instinct that puts the customer before the rule.
Sometimes the greatest opportunity to build loyalty comes when you’ve made a mistake.
A remarkable recovery often creates a stronger relationship than a transaction where nothing ever went wrong.
⚖️ Sacred Cow Verdict
Guilty.
🪦 Sacred Cow Sentence
Bury It.
🚀 Sacred Cow Replacement
Create Dazzling Experiences™.
Don’t settle for satisfied customers.
Create customers who tell stories.
Build an Organizational Instinct™ that solves problems instead of defending policies.
Teach every employee to ask,
“How can I help?”
Say YES!™ whenever you can.
Recover brilliantly when things go wrong.
Those are the moments customers remember.
Those are the moments that create loyalty.
Don’t measure success by customer satisfaction.
Measure it by customer loyalty.
Measure it by the stories customers tell.
Measure it by how many come back—and bring their friends.
🪦 Another Sacred Cow Buried.
Another Sacred Cow Buried.
Bury it. Replace it. BE DiFFERENT.
Satisfied customers are easy to find.
Loyal customers are earned.
Create experiences people never forget.
Solve problems with humanity.
Make saying YES your instinct.
Because customers don’t remember being satisfied.
They remember how you made them feel.
That’s how extraordinary businesses become The ONLY One.
🪦 Ready for the Next Sacred Cow Burial?
Thursdays I challenge accepted business beliefs that limit leaders and organizations.
If you’re ready to think differently, follow the BE DiFFERENT Unfiltered™ series.
✋ Continue the Conversation
🎙️ Listen to my podcast, Audacious Moves™ to a BILLION where I reveal the decisions that transformed a startup into a billion-dollar business.
📖 Read more insights at: BE DiFFERENT or be dead.
Cheers,
Roy
- Posted 10.15.26 at 06:00 am by Roy Osing
- Permalink
October 13, 2026
TRACKING. KILLS. TRUST.
🚀 Audacious Move™ of the Week
TRACKING. KILLS. TRUST.
Employee monitoring and customer service scorecards can undermine the very behaviour that creates extraordinary customer experiences.
🔥 You Can’t Measure Your Way to Caring
We’ve become obsessed with measuring everything.
Every customer interaction.
Every word spoken.
Every second spent.
Every procedure followed.
And now AI can monitor practically every aspect of the customer conversation.
Wonderful.
Or is it?
We’re getting better at measuring customer service without necessarily getting better at SERVING customers.
There’s a BIG difference.
❤️ Customers Don’t Crave a Perfect Score
Think about the last time you had a serious problem with a company.
Did you care whether the employee followed the approved script?
Or completed the transaction within the prescribed time?
Of course not.
You wanted someone who actually gave a damn.
Someone who understood your problem.
Someone who cared enough to find a solution.
Someone who made you FEEL that you mattered.
That’s what customers CRAVE.
Not another perfectly executed corporate procedure.
💥 The Goosebumps Connection
I’ve always argued that organizations need to Hire for Goosebumps™.
Recruit Human Being Lovers.
People who genuinely love making someone’s day.
People who instinctively want to help.
YOU CAN TEACH THE SKILL. YOU CAN’T TEACH THE WILL.
But here’s the problem.
You can hire the most extraordinary Human Being Lovers on the planet.
Then destroy their effectiveness by forcing them to behave like programmed robots.
Follow the script.
Meet the target.
Obey the policy.
Don’t take too long.
Don’t make exceptions.
Congratulations.
You’ve just hired someone who LOVES humans and created an environment that prevents them from showing it.
How stupid is that?
🚀 Your Operating System Is the Culprit
This is why the BE DiFFERENT Growth Playbook™ doesn’t stop at creating a Strategic Game Plan™.
You have to OPERATE IT.
Bake differentiation into the way your organization actually works.
If your strategy promises Dazzling Moments™, your operating system must make them possible.
Build an Organizational Instinct™ to solve customer problems rather than defend policies.
Practice Say YES!™.
Give frontline people the freedom to solve problems.
And measure what actually matters.
Not script compliance.
Not transaction speed.
Did we solve the customer’s problem?
Did we make them FEEL cared for?
Did we give them a reason to stay?
I’m not against measurement.
I’m against measuring the wrong damn things.
Because extraordinary service doesn’t come from watching people more closely.
It comes from giving the RIGHT people the freedom to do extraordinary things.
Hire people who love humans.
Build an operating system that lets them prove it.
You can’t monitor someone into giving a damn.
🚀 Want more Audacious Moves™?
🎙️ Listen to Audacious Moves to a BILLION™ for practical, contrarian ideas for building an extraordinary business.
✍🏻 Explore more articles, ideas and proven tools at BE DiFFERENT or be dead.
Extraordinary businesses aren’t built by ordinary decisions.
They’re built one Audacious Move™ at a time.
Now go make yours.
Cheers,
Roy
- Posted 10.13.26 at 06:00 am by Roy Osing
- Permalink
October 7, 2026
🤖 COPYING. JUST. ACCELERATED.
🚀 Audacious Move™ of the Week
COPYING. JUST. ACCELERATED.
Artificial intelligence is making businesses faster and more productive—but if everyone uses AI to produce similar ideas, strategies and customer experiences, differentiation becomes even more important.
🤖 AI Makes Copying Ridiculously Easy
Organizations are using it to write.
Analyze.
Research.
Design.
Plan.
Serve customers.
Develop products.
The promise is enormous.
Do things faster.
Do things cheaper.
Do more with fewer resources.
Great.
But there’s a strategic problem nobody seems to be talking enough about.
AI also makes it ridiculously easy to copy.
Ask the same questions.
Use the same data.
Study the same competitors.
Apply the same best practices.
And pretty soon everyone starts producing variations of the same thing.
Faster.
🐑 Welcome to the Accelerated Herd
I’ve argued for years that benchmarking is dangerous.
You study the best.
You copy what they do.
They study someone else.
They copy what they do.
Eventually everybody starts looking alike.
Welcome to the Herd of Sameness™.
AI pours gasoline on it.
Because now you can discover what everyone else is doing almost instantly.
And replicate much of it just as quickly.
That might improve your efficiency.
It will NEVER improve your competitive position.
Being faster at becoming the same is not a growth strategy.
🔥 CREATE NEW. DON’T COPY YESTERDAY.
This is why the first Move in the BE DiFFERENT Growth Playbook™ is CREATE IT.
You declare HOW BIG?
You choose WHO to SERVE.
You discover WHAT those specific customers CRAVE.
Then you determine HOW you intend to COMPETE & WIN.
Not by asking:
“What are our competitors doing?”
But by asking:
“What can we do to satisfy what the WHO craves in a way that no one else?”
That question changes everything.
Because the objective isn’t to become incrementally better than everyone else.
It’s to become The ONLY One™ who does what you do.
AI can help you get there.
But only if you use it to stimulate creation rather than accelerate imitation.
🎯 Turn AI Around
Here’s an Audacious Move.
Stop asking AI:
“What are the best companies in my industry doing?”
That question sends you straight toward the herd.
Instead ask:
“What is everybody in my industry doing—and what could I do that is completely different?”
Now AI has a different job.
Not showing you what to copy.
Showing you what to avoid.
Use technology to expose sameness.
Then use human imagination to escape it.
Because as AI makes copying easier, the strategic premium on being DiFFERENT goes UP.
Not down.
AI can accelerate your business.
Just make damn sure it isn’t accelerating you toward everyone else.
CREATE. DON’T COPY.
🚀 Want more Audacious Moves™?
🎙️ Listen to Audacious Moves to a BILLION™ for practical, contrarian ideas for building an extraordinary business.
✍🏻 Explore more articles, ideas and proven tools at BE DiFFERENT or be dead.
Extraordinary businesses aren’t built by ordinary decisions.
They’re built one Audacious Move™ at a time.
Now go make yours.
Cheers,
Roy
- Posted 10.7.26 at 06:26 am by Roy Osing
- Permalink
August 17, 2026
From Goosebumps to Customer Bliss: Hire People Who Create Magic
🚀 Audacious Move™ of the Week
The BE DiFFERENT Code™: Five Disciplines for Extraordinary Business Growth
Bold Decisions Create Extraordinary Businesses.
I hope it helps you create yours.
🚀 Goosebumps Create Magic
Most organizations hire to fill vacancies.
The best organizations hire to create unforgettable customer experiences.
There’s a huge difference.
Your people are your brand. Every interaction either strengthens your reputation or chips away at it.
If your goal is to build a business customers rave about, stop hiring for resumes.
Start hiring for goosebumps.
🎯 Goosebumps Aren’t Accidents
A goosebumps moment is when a customer experiences something so unexpected, thoughtful, or caring that they remember it long after the transaction is over.
Those moments don’t happen because someone followed a policy.
They happen because someone cared enough to do something extraordinary.
That’s why your hiring strategy is really your customer experience strategy.
If you want customers to feel bliss, hire people who genuinely love serving other human beings.
Technical skills can be taught.
Empathy can’t.
❤️ Emotional Connections
Most interview processes are built around experience, credentials, and technical competence.
That’s table stakes.
The real question is different.
“Will this person create customers who never want to leave?”
Hire people who naturally create emotional connections.
People who solve problems without being asked.
People who say “Yes” before they say “Policy.”
People who get goosebumps from making someone else’s day.
Those are the people who build extraordinary brands.
💡 Five Ways to Hire DiFFERENT
✅ Define Your ONLY Employee
Know exactly who belongs in your culture.
Don’t create a job description.
Create a human description.
What attitudes, behaviours, and instincts are essential if someone is going to deliver your ONLY Brand?
✅ Hire Human Being Lovers
One question reveals almost everything:
Watch their face.
Listen to the energy in their answer.
People who genuinely enjoy helping others rarely fake it.
✅ Ask for Stories, Not Resumes
Forget titles.
Forget responsibilities.
Ask:
“Tell me about a time you made someone’s day.”
Past behaviour is the best predictor of future behaviour.
✅ Let the Team Decide
Culture isn’t built by HR.
It’s built by the people who work together every day.
Include your team in the interview process.
They’ll often spot things a hiring manager misses.
✅ Onboard for Goosebumps
Don’t spend the first week explaining policies.
Spend it explaining your purpose.
Teach new employees that their job isn’t simply to complete tasks.
Their job is to create customers who tell stories.
🌟 Customer Bliss Starts Before Day One
Competitive advantage isn’t created in the marketing department.
It begins the moment you decide who deserves to wear your logo.
Every hire either strengthens your brand…
…or weakens it.
If you want customers who stay longer…
Buy more…
And enthusiastically recommend you to others…
Hire people whose instinct is to create goosebumps.
Everything else becomes easier.
🚀 🔥 The Audacious Move™
Don’t hire to fill a position.
Hire to create unforgettable customer experiences.
That’s how organizations become the ONLY Ones (LINK) their customers remember.
Now that’s an Audacious Move™.
🚀 What’s Your Next Audacious Move™?
Reading ideas is easy.
Acting on them, however, is what creates extraordinary businesses.
BE DiFFERENT or be dead™ is more than a philosophy—it’s about making the bold decisions others won’t.
🎙 Audacious Moves to a BILLION™ Podcast
Every episode reveals a real-world Audacious Move™ we made while helping build a $1 billion business.
No theory.
No textbook clichés.
Just practical ideas, hard-earned lessons, and bold strategies you can apply to grow your own business.
🎧 Listen to my Audacious Moves to a BILLION™ podcast here.
📖 Want More Audacious Moves™?
The Audacious Unheard-of Ways I Took a Startup to a BILLION in Sales is the latest book in my BE DiFFERENT or be dead™ series.
Inside, you’ll discover the real decisions, unconventional thinking, and bold Audacious Moves™ that helped transform a startup into a $1 billion business—and how you can apply them to grow your own business.
📖 Get your copy here.
Extraordinary businesses aren’t built by ordinary decisions. They’re built one Audacious Move™ at a time.
Now go make yours…
Cheers,
Roy
- Posted 8.17.26 at 06:00 am by Roy Osing
- Permalink
