Never forget that customers are not a means to an end (your profits). Customers are there to be served and given what they are willing to pay for.
Our corporate culture has gotten the cart before the horse on this one. Is it any wonder to you that service is just a word for so many organizations?
Start serving and you'll make all the money you need.
Seth Godin's post on It (almost) always happens this way speaks to what happens when organizations forget.