The core function of a business as put in the words of Peter Drucker is to create a customer.

When we create a customer centered business - the idea of hospitality matters.

How fast are we responding to customers?
Do we over deliver on the exchange?
To what degree does the customer feel that they have been seen?
How well do we provide alternates and be proactive about what the customer may want?

When we make marketing customer-centric, we introduce the concept of hospitality.