They make sure employees are operating in customer friendly and employee friendly environments and systems. They know that good employees leave bad service system environments. It reduces the risk of buying for them. These companies also are excellent at service recovery. First of all they make it easy to complain.
Customers can easily and quickly make themselves heard.
They want to stop the bad word of mouth and gain the positive word of mouth of quickly correcting customer problems. They also know how they are doing on customer satisfaction vs. competitors by customer type and market and pounce on low or downward trending scores. When I look around, I see an awful lot we can do to improve service quality. And we need to or else. I more than hate it.