“The First Law of Service,” expressed as a formula: SATISFACTION equals PERCEPTION minus EXPECTATION

Here’s your answer. In a 2010 national survey of consumers, notice that respected and valued actually finish ahead of well-serviced. That’s as good a sign as any that the process of customer service is less important than the result.

Even at the customer-service end of the operation, it’s not enough simply to supply the service. The service has to be amusing, interesting, compassionate. Companies that create a positive experience are rewarded with loyalty and premium pricing, while companies paying attention only to the bottom line are not.