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Relating back to 1.1, in order to get customer satisfaction, you have to fulfil both customer expectations and needs. If you categorise customers as a whole and treat them all the same then only certain customers will feel satisfied by your service. Marketing at everybody, or nobody depending on how you see it, doesn’t work anymore. This is because individual customers have individual needs and therefore “one size does not fit all”. In order to give them the best service that you can you have to learn and adapt to different customers and the service and help that you should provide them with.