Go read the rest here and here.
"Customer service is the job of front-line workers, servicing customer
requests for help - via an 800 number, e-mail, or a retail desk. It's important
to invest in good customer service, but that's just the tiniest sliver of the
Customer experience is the job of everyone in the company. My
customer experience was bad because the product, and the refund policy, are both
broken. Everyone from the CEO and CFO to the product designers and manufacturing facility contributed to this bad customer experience; and as a result, they've lost a customer and generated bad word of mouth. The good customer service I received didn't - and couldn't possibly - fix the overall experience."