“Customering” is hard. I know, you think you’re doing exactly what they need: provide their ordered product on-time and in-full. Those are assumed and should be handled with the utmost care and precision. If we can’t do those things, then, we’re in trouble! It’s my belief that the degrees to which customers want these things accomplished can vary. To a certain customer group, “on-time” could be within a 3-day window. And, “in-full” could be within 85% as long as the next shipment makes up for it. These are things you may not necessarily know, at least not at the micro level where the orders are being picked, packed, or shipped. But wait, we’ve been geared towards perfection for decades now; it’s not realistic to stop, get deep with our customers, then re-engineer our processes based on their degree of tolerance. You must! Iterate or die. Go do.