Managing people requires that we take into consideration their differences. Some of those you lead will need lots of direction, while others would prefer you leave them alone. Some will want more monetary rewards, while others prefer recognition or challenging assignments. Customers are much the same way. Providing generic customer service will get you generic customer satisfaction.
Organizations might consider a recent McKinsey Quarterly survey. Three “noncash motivators” were discovered to be just as effective and in some cases more effective than money.