Lee Cockerell is considered an expert in customer service. His second book, The Customer Rules, is often used as an example of how to deliver excellent customer service. With that, you may be surprised to learn that Lee does not believe the customer comes first. 

Leadership comes first. 

An organization must put leadership first to create an environment where people want to work. When you create the right culture, employees will take care of the customer. 

If you invest in leadership, and leaders take care of employees, you will see results.