The Purpose of Customer Service

From Seth Godin:

The only purpose of “customer service” is to change feelings. Not the facts, but the way your customer feels. The facts might be the price, or a return, or how long someone had to wait for service. Sometimes changing the facts is a shortcut to changing feelings, but not always, and changing the facts alone is not always sufficient anyway.

 Yep, yep, yep. Go read the whole thing right now.