So many believe that customer service is based on common sense. And while that may be true, it's not the basis for forming, or more importantly, growing a business based on delivering customer excellence. What would it mean to your business' bottom line if you could deliver an excellent customer experience? If you could actually calculate that, then you would have the financial motivation to deliver top tier customer experience, explained Lior Arussy of the Strativity Group.

The reason many organizations don't deliver, as Arussy explains, Customer Experience 2.0, is because they believe they're already doing so well. Their attitude may be, 'Our customers are already buying from us, why should we change?'

Arussy refers to that attitude as the "Return on Nothing." There is a cost to not delivering excellent customer service. Look at the delta between how much you currently charge and what you can charge. That's the amount you're losing by not delivering a great customer experience.

Go beyond the parity line to the unexpected, said Arussy. You can't ask customers what will surprise them because if they tell you then it won't surprise them. You need to understand the entire ecosystem and their pain points. With that knowledge you can deliver and solve those pain points.