The CEO of a company is on the phone with a customer who has questions about the service. The image seems strange, but it has value and is a reality.
 
That's something that you see small and huge companies do, and it's not just the CEO doing customer support but everyone in the company. For example, 37 Signals makes everyone do customer support, Buffer does the same, and Amazon requires that everyone goes through call centre training.

When everyone hears directly what's important for the customers it changes how people do their work in the company. Now instead of there being a vague report about the needs of the customers, you have a personal experience you can remember and build on.

This is a first draft of a principle that might end up in a book of the "Service Design Principles" series.