A large-scale study of contact-center and self-service interactions, however, finds that what customers really want but rarely get is just a satisfactory solution to their service issue. Reps should focus on reducing the effort customers must make. But ask yourself this: How often does someone patronize a company specifically because of its over-the-top service? You can probably think of a few examples, such as the traveler who makes a point of returning to a hotel that has a particularly attentive staff. Now ask yourself: How often do consumers cut companies loose because of terrible service? All the time.