Exceed your customer's expectations. If you do, they'll come back over and over. Give them what they want - and a little more.
What am I supposed to haul my dogs around in, a Rolls-Royce?
I learned early on that one of the secrets of campus leadership was the simplest thing of all: speak to people coming down the sidewalk before they speak to you. I would always look ahead and speak to the person coming toward me. If I knew them I would call them by name, but even if I didn't I would still speak to them.
In the beginning, I was so chintzy I really didn't pay my employees well.
Pierre Teilhard de Chardin