I was fortunate enough yesterday to get my second COVID-19 vaccine. It was a giant relief, one that more than compensated for twenty-four hours of arm soreness. It was the peace of mind that, despite vaccine shortage or administrative challenges, I am now protected—at least 95%. The feeling of anxiety-reduction was significantly different than I felt after the first vaccine. Your customers are no different.

Customers can view excellent service as an exception, a fluke, or an accident. Someone ...