We are participating in the Retail Leaders Forum in Sydney this week. It's a great event, with excellent speakers and a lively audience. However, one theme repetitively comes up that concerns us: a view that retailers must relentlessly pursue ever better customer service. We continually urge retailers to have a diametrically different approach: be very clear what customer segment you work with, define the required customer engagement model, and then get ever better at delivering CONSISTANT rather than an ever better level of service. It would make no sense for e.g. Aldi to aspire to offer Nordstrom’s level of service.