The businesses that are best loved by customers tend to be ones that make them feel smart, competent, in control. This comes about thanks to thoughtful (read: easy to use) design choices, thoughtful hiring and training of employees, and other deployment of human effort, engagement, and judgment to make things easy for a customer-and difficult for a customer to make a mistake or suffer embarrassment.
https://www.inc.com/micah-solomon/does-your-customer-experience-make-customers-feel-stupid-heres-how-to-make-them-feel-smarter.html/
