All judgements need to be based on how the customer would present you in a meeting with the people they care about. If it contributes to a positive rating then you have made the right choice. You empower your people to consider this decision in actions they make with each customer every single day. Give them boundaries at which they justify the recommendation to management for support.
If you are pitching a company based on a story of history, morals, family, factory visits to see genuine people making little mobile bits of history then make it real. Or you lose your staff respect as well.
Over communicate when you drop a plunky. Be clear and considerate of the position you place your customers in, not just the issue. Work out how you can make it up to them even with a small action in the future. People love someone who makes the effort to recover from an issue.
A very worthwhile post Alistair
It is not so much that you have an issue with your new toy, or any purchase for that matter, but the way the fault is handled by the vendor That's where my Morgan experience got ugly.....