I’ve spent my professional career teaching companies and individuals how to provide amazing customer service and a customer experience (CX) that would keep customers coming back and help their businesses to grow and thrive. But today, customers expect more. They know what good service looks like and they expect it. And, they not only compare you just to your direct competitor, but to the best service they have ever received—from anyone. Delivering an expected level of service is now the baseline, and you have to find a way to differentiate yourself from the competition—because they are also trying to out-service you. I have found a way. It’s a concept that is being embraced by smart, successful companies to disrupt their competition, and in some cases, entire industries.