Great article. One of my favorite expressions I tell my service advisors often is, “The customer's perception is their reality". We need to understand what their needs are. We can install gold plated calipers, but won't make a bit of difference if the level of expectation is poor. Or, if the customer service experience was lousy.
By the way, I see that you are an avid reader, that's great. I believe this is an important quality for business people.