How Do Customers Want to be Treated By Their Suppliers?

I write in this blog about creating a customer-centric company.  I write to an intended audience of suppliers. My point of view is from the inside of a supplier looking out to customers.  Is this the perspective that is needed understand managing a customer-focused organization?
I was inspired when I watched the below short from a London Business School professor.  Julian Birkinshaw @ LBS on Innovative Management Design Flaws  He correctly states that the field of managements is taught from the perspective of managers.  What should managers to do influence, to enforce, to inspire, to guide employees?  These are the questions for which answers are posed inside MBA classrooms and in large companies.    
Birkinshaw goes on to identify this as a "design flaw", suggesting that this paradigm should be flipped on its head.  Take the employee's point of view.  In what way would the employee prefer to be commanded, to be controlled?
By parallel reasoning, the question for leading an organization toward success with customers may be best answered by turning the compass.  How does the customer want to be sold to, to receive goods, to be billed, to learn about your offering?
This mindset means being open to embracing the customer experience by looking inward. Instead of starting with what you can do to for the customer, begin with the needs and best interests of customers in mind.  Like employees to managers, customers are stakeholders in the success of your company's success.   You must serve them to enable their high performance, which in turn propels you to your desired outcome.