Rich Baker and Gary Levitt want you to know a few things about your customers: They are wise; they are intrinsically special; and they'll think you're special even if they don't hear or read your special script. In other words, canned customer service content doesn't work. With that in mind, they offer some advice that is, shall we say, a bit contrary to standard adages:

Stop helping the customer. Baker and Levitt argue that customers help you more than you help them—so create an atmosphere of collaboration in which they contribute, too. "Hang on your customer's every helpful word," they say. "Marvel at their observations. ... Then show them your gratitude by accommodating them like crazy."

Live in a fantasy world. Imagine that each customer is someone who would automatically merit preferential treatment—your CEO in disguise, for instance, or your mother. "With this sort of fantasy in mind," they argue, "your service should be nothing short of fantastic."

Ditch the rulebook. The pair advocate against cut-and-paste guides that never inspire staff. "Encourage creativity, boldness and authenticity," they advise. "Enlist their help in eradicating scripted, saccharin service calls [and emails] from the face of the earth."

"Stay on track by using creative imagery, thought experiments, inspiring case studies—anything but more soul-killing rules," they urge.

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