It is possible to make the case that as an advertising message, “excellent customer service” has become a waste of time/ink. Everybody claims to adore their customers more than any competitor. People know it’s their credit card/checkbook that is adored.

Touting customer service as a differentiating factor is reminiscent of the 1950s, when offices and shops were just beginning to install air conditioning. Many advertised this fact with “It’s Cool Inside” door stickers and even in their ads. Today, advertising that you have an air conditioned facility is somewhat like announcing that you have “flat floors” or “adequate lighting.”

At the same time, there is far more to customer relationships than just promising to “care more” than your competition. “Defy conventional wisdom,” says Frances Frei, associate professor at the Harvard Business School. When you apply her insights to your business, you may come up with new ways of leveraging customer value. For example, learn how an insurance company quickly weeds out high-risk customers who end up denting their bottom line. Sounds implausible, but it just may be possible you don’t want to sign up every customer who lurches through your door!