Make your service systems so strong that everyone looks like a genius.
Testimonials describe what has been, and are a promise of what is to come.
To see like a customer, be like a customer.
When customers' expectations change faster than your willingness or ability to serve them, you can be sure they'll be someone else's customers soon.
Are people being the least you expect of them, or the best they expect themselves to be?
Be the exception to the rule. It's the surest way to become exceptional.