Good intentions can lead to bad outcomes when it comes to serving customers, write Frances Frei and Anne Morriss. To delight customers on one front, you need to be willing to come up short on others or you'll wind up mediocre and in the red. "[U]nconditional love doesn't work. You must get something in return for your kindness, or you won't be around for long," Frei and Morriss warn.

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