In the field of Customer Service, the most important factor can be the unwritten contract with the customer. It is not so much about what is included in the small print to protect the interests of the company but more about the set of expectations and promises which have been sold to the customer. When it comes to crunch time, delivery to the customer must take into account the perceived value that has been portrayed and fulfil the company's share of the bargain accordingly. If there are ny discrepancies, customers will feel that they have been cut short and the overall customer service reputation of the company will deteriorate rapidly.