The point is, the level of customer service you offer your customers can be as rudimentary or as sophisticated as you like. As long as you explain those terms of business to your customers very clearly, they understand that’s what they are getting, the terms of business and customer service align with your brand promise and personality, and your customers do business with you in the full and frank understanding of those terms.

Example: if you want to travel in Europe, you can travel by any number of airlines, including Easyjet. But if you choose Easyjet, you do so understanding that you need to book on the internet, that their planes leave from “alternative” airports and that the timetable may be different from a more mainstream choice. In return, Easyjet will give you a very good deal price-wise. Easyjet’s decision to work like this suits their business model – and it meets their customers’ demand for a simple, budget-driven travel alternative. They may not have the swish lounges, the pretentiously-named meals or the huge planes of their competitors, but their customer service is no better or worse than the pampering doled out on the most highly rated airlines in the world. It’s right for their customers. It’s right for the price. And most importantly, it’s bang on the brand – which is all about no fuss and lower markups. In short, easy.

Easyjet is a premier example of a customer service code arrived at by consensus. “This is how we work and why you save” - “That’s fine by me”.