It all seems simple in principle: treat your customers well and provide a great 'customer experience', but what is the business (and reputation) case for it?
When you get the customer experience right, you can 'live forever', through brand advocates and lifelong fans who'll be happy to sing your praises and recruit friends and family to your 'cause'.
Conversely, when you get it wrong, you'll most likely be managing a decline into diminishing revenues, obscurity, derision, a possible takeover and (occasionally) a painful death.
I could go on forever about the need to match your 'mission statement' what you actually do in practice (especially when it comes to the promises you make to your customers), but it's much better to see it in action, as illustrated below in this excellent infographic from the people at Infosys and Column Five.
Thoughts on customer service, communication and, of course, reputation management.