What matters to the customer is the customer, and the people the customer cares about, a category that only tangentially at best includes you, the service provider.
Seth Godin once pointed out that “when you hand someone a photo album or a yearbook, the first thing they will do is seek out their own picture.”
I would extend this thinking even further. Every minute the customer is with you, the customer is thinking about his own reality. Or the reality of his relationship with the people who matter to him.
Think about this reality–because it is reality. Incorporate it into everything you do in business. You’ll be amazed at the rewards you reap.