Nothing more than feelings?

So customers are cold and rational, right?
From the Stupid Crimes & Misdemeanors files from Courttv.com, we bring you the case of a disgruntled Verizon Wireless customer who trashed one of their stores at a mall in Fargo, ND.

This is a quite extreme example of how our actions as service providers can affect our customers at an emotional level. At the time we design or improve the experience that we want to provide our customers through our service, we should see beyond the rational and also consider the emotions and feelings that we want to convey.
And this is nothing new. Advertising pros have been doing this for years.