To get going in a practical, productive way, here are some steps that any business can easily take.
1. Define the number-one, targeted segment of customers to pursue, realizing that each segment is apt to have a slightly different service prescription. If we go to market in one way, but serve multiple segments, we may over-serve some and under-serve others and lose to the competitor who out-focuses us. We may eventually serve multiple segments with flexibly different service formulas, but it is best to take one segment at a time.