If someone heard that you were a great company to work with (and decides to use your product/service/app because of that) and they then experience the exact opposite, it's not only a neutral outcome. Instead, that customer has an exponentially bad experience.
In an age, where every Tom, Dick & Harry is saying that their companies are offering their customers good service, I'm surprised to see customers with so many scars relating to previous experiences.
We've had the most success hiring individuals that would do everything in their power to be part of our team. On paper, these individuals probably won't be considered the best candidate, but in practice, they've exceeded all of our expectations.
Somewhere within a landscape of differing views on what constitutes good customer experiences, and how I/we should interact with customers, I've developed a tendency to fire customers when the situation requires it.
Most markets that you can enter right now, are already quite saturated and you're likely to face existing competition. Due to the very low barrier to entry to build a new SaaS/web /mobile app, you'll also find that the competition's offering is mostly the same as your solution.