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Describe your customer Someone who likes to experiment and take chances with fashion – an individual who likes to have fun.
Ms. Morris may not know it, but she is Fresh & Easy's model customer: someone who appreciates the well-curated selection of a specialty grocer but with the discount prices of a mainstream supermarket.
A master of performance, Mr. Chancley knows how to defuse tension with humor, how to get a reluctant customer — someone who came in for a simple salad, perhaps — to end up eating a couple dozen on the half shell, making an afternoon of it.
Although the core net-a-porter business isn't price-sensitive, we found our sale section would attract a different kind of customer – someone just as passionate about fashion, but who didn't place as much emphasis on owning the must-have of the moment.
Eddie Sutton, who manages the Internet side at the world's biggest used-book store, the Strand, at the corner of 12th and Broadway in Manhattan, recalls his moment of epiphany: "A couple of years back, a guy came in, a really devoted customer, someone I was accustomed to seeing every day, and said: 'Know what?
Rod King, a vice president of Fuji Photo Film U.S.A., said the two most important criteria for deciding who got his company's tickets along the third-base line at Shea Stadium were, in order, how good a customer someone was and how serious a fan he was.
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"A partnership with AirHelp can turn flight disruptions into opportunities" its website tells potential business partners, adding that it gives their customers "someone to turn to".
What is new is the degree to which big business is cannibalizing its own small partners and displacing arrangements in retailing, health care and insurance that give customers someone in their community to connect with directly.
One reading transformed me from an anti-customer – someone who would have avoided ever staying in the hotel again – into a fan.
Among other wisdom, the book suggests that if you don't take care of your own customers, someone else will.
"Someone who takes special care of their customers, someone who goes well above and beyond".
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Since I tried Ludwig back in 2017, I have been constantly using it in both editing and translation. Ever since, I suggest it to my translators at ProSciEditing.

Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com