Sometimes, people misuse the word "spoil" to mean "taking good care of someone". Nice thought, but the word is commonly used as "That kid is a spoiled brat". What meaning do people associate with "spoiled"? One way to create a monster is to give a child anything they want, when they want it - with no accountability. A kid might want candy for all meals, but it is NOT in their best interest. Eating only candy is actually bad for the child's health. If a person does this, they aren't caring for the child, they are actually doing the child (and everyone that child associates with as they grow older) harm!
The better option would be to "pamper" the child. A small difference in meaning that makes a big difference in the outcome. Pampering exceeds expectations, but does so in a more healthy way. Spoiling creates entitlement. That's why spoiled people throw tantrums - they think (inappropriately so) that "it's not fair" if they are "denied" what they "deserve". (Does that sound like customers or employees that you know?) Pampering keeps the candy as an occasional (more balanced) treat, when they actually DO deserve it - without spoiling them.
This is not merely semantics. Using inaccurate words when communicating expectations can create confusion - an operational problems. The key is courageously caring enough to give when it makes sense AND caring enough to say "no" when appropriate.
As we used to say at Disney "The guest may not always be right, but they will always be our guest. If they are wrong, they must be wrong with dignity!"
So, consider how you exceed your customers' (both external AND internal customers) expectations. The mosy consistently successful businesses WOW them, but do it appropriately. Remember: If you spoil them, they WILL spoil your results!
Think about it. But more importantly, do something about it...today!