And a huge obligation to compliment good customer service!
When our children were growing up, I used to tell them this often. And much to their chagrin (or worse) I demonstrated what I meant.
It embarrassed them when I complained and they did not realize that few other people bothered to compliment good service.
Not infrequently, I would go into a restaurant kitchen, seeking a manager, so I could tell them about good service or good food. Once, I even asked a server to bring the chef out to the table. She agreed, not quite knowing why. When he arrived, I told him my Grouper Escabeche was excellent and gave him a $10 tip for my $25 meal. I figured the chef seldom gets to hear directly when his creation has excited a customer in a positive way, but they need to hear it. (If a customer is unhappy, the chef may get it back in the kitchen for some sort of "rework.") Later, the server confided that the chef was her boyfriend of some three years and he had never had that kind of compliment. [BTW .. I still go into kitchens.]
Over the years, my wife and I have sent letters to hotels and motels praising extraordinary service, sought out and thanked store managers for special help received from someone on the floor, and thanked people directly for their attentiveness or going beyond doing only "what is expected."
More and more, we are becoming a service economy. Even for us who make products, our service, more than any other thing, will set us apart from our competitors!