In general techniques are described for applying differentiated services with a customer-aware network device. A network device comprising a control unit and an interface may implement the techniques. The interface receives a network packet that is associated with first and second labels. The first label uniquely identifies a Cable Modem Termination System (CMTS) within a plurality of CMTSs. The second label uniquely identifies one of a plurality of CPE devices coupled to the CMTS. The control unit determines at least one subscriber-specific service associated with the one of the plurality of CPE devices based at least in part on the first and second labels associated with the labeled network packet. The at least one subscriber-specific service comprises a service associated with the one of the plurality of CPE devices. The control unit applies the at least one subscriber-specific service to the labeled network packet received from the CMTS.