We all like to think we're doing a wonderful job. And thinking it, rather than doing it, certainly is a lot easier to accomplish. It isn't easy. There are no grand schemes, no single thing we can do to solve this problem. Instead it takes doing the right thing day after day.
Good companies have employees who think like customers.
They use marketing surveys to actually discover the attitudes of their customers. They buy their own products or services and use them, just as the customer does. Which means that the top guy at an auto manufacturer should be taking his own car into the dealership when something goes wrong. That way, he or she not only knows the problems encountered, they feel them. Some might say that person is much too important to be wasting time on such a task.