If you're not serving the customer, you'd better be serving someone who is.
The typical human life seems to be quite unplanned, undirected, unlived, and unsavored. Only those who consciously think about the adventure of living as a matter of making choices among options, which they have found for themselves, ever establish real self-control and live their lives fully.
If the frontline people do count, you couldn't prove it by examining the reward systems in most organizations.
Customer needs have an unsettling way of not staying satisfied for very long.