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A critical element of providing anticipatory customer service is to think like customers. By doing so, you can anticipate the problems they might encounter or the ways they will feel about a particular experience. This type of analysis should not be a one-time or occasional occurrence but should be built into the processes of the organization. This selection covers how processes can support anticipatory customer service. For other discussions related to anticipating customer needs such as the importance of an organization's culture, you can refer to the following text: Exceptional Service, Exceptional Profit: The Secrets of Building a Five-Star Customer Service Organization.