Let’s get one thing straight: customer service matters. Always has, always will. I’m not here to argue with that. For years, businesses have been told to delight the customer. “Go the extra mile!”“Make them 110% satisfied!”“If they’re not happy, try again until they are.” And honestly? That’s solid advice. If you mess up, fix it. If you can do better, do better. That’s just good business. But here’s where it gets tricky. You can do everything right—reply to every message in five minutes, upgrade the room, throw in a free snack basket—and still get a 4-star review.Why? Because for some…