Exceptions are where it pays to treat everyone the same. By which of course I don’t mean “computer says no”.
Much better to have a ‘golden rule’ to fall back on that enables anyone on your team to deal with the unexpected in a way that shows you absolutely stand by the promise that you make – even if the exception in question isn’t actually a customer.
Standardisation enables brilliant exception-handling, because it takes care of the routine and so frees people up to be human.
Handling exceptions brilliantly, as a human being, creates fans.