In it he talks about the gap in customer service between one person in your team and another - or even between the same person on a good day and a bad day - and how you might address it.
One approach is to nail everything down so much that delivery of the experience is exactly the same, no matter who is giving it.  Another is to leave it to a great person doing the job, giving them "room to shine. With all the variability that entails."
"It’s almost impossible to have both."
Almost, but not impossible.
Hire great people, give them a Promise of Value and a Customer Experience Score, that creates a floor, but no ceiling, then set them free to interpret it in their own way.
Variations on a theme.  The best of both worlds.
