Differentiated service is about making yourself easier to do business with, anticipating the needs of your customers, having the products available to them when they want them, and executing well even when customers don’t provide you good information into their demand. For example,I am tasked to travel last minute and I am expecting that my frequented and preferred rental car provider will have a vehicle available for me when I get there. I don’t think about what their current demand is for that day, nor do I think about the individual profiles of their other renters. I simply desire, as a good customer of theirs, that they make a car available. Not having a car for me because they lacked the proper insight into my demand is certainly understandable in this scenario. However, a differentiated service opportunity is lost, and conversely one is gained by another rental provider.