By 2020 customer service and experience will overtake price as the essential brand differentiator. Eighty-six percent of buyers are willing to pay more for excellent customer experience. Customers will spend 13 to 18 percent more for excellent customer service. Here are five rules to set yourself to take full advantage of this trend.

Recently, at a large grocery chain, I had a very frustrating experience. I attempted to use the self check-out express lanes to purchase three products. I was not able to do this because I did not have a store card. After finally being able to buy my items, I emailed the corporate store. I got a response the next day that said that cards were now required and this was a new policy due to a large amount of theft. This did little to ease my annoyance.

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