The operative phrases are: “conscious decisions” and “best ways to serve.”
Often we consider routes to and from the customer as part of only some,
but not all of our customer-based strategies.
If we don't consciously decide and attempt to direct customers, they will decide for us or, worse, go to the competition because we failed to set or meet their expectations.
Finding the best ways to serve must be a two-way street – how the customer prefers to be served and how we can meet those preferences profitably.