My favorite whipping post Cingular is not the only company that doesn't get it, far from it, take a look at Seth Godin's recent post about how companies are clueless.
The problem is really this, it isn't the company it is that ambivalence now permeates every level of the company company. Managers don't manage, people don't care, customers take it up the ying yang and then CEOs wonder why they are losing market share.
It really isn't that hard.
Treat your customers exactly the way you want to be treated.
Make sure that you do it consistently
More importantly, make sure your staff does it every time they interact with a customer.
Seth makes the point much better than me, go read his blog now.