Focusing on customer experience is more than "just the right thing to do". Excellence in customer experience leads to loyalty. Loyal customers mean increased profitability. The BBB's 5 Gestures of Trust is a great framework for evaluating your customer relationships for optimizing profits.
Consumers see most business transactions from a human perspective, not a financial one. We want The 5 Gestures to assist scalers in focusing on how these 'human qualities' can manifest in business activities for improving customer experience and profitability.