Last evening I had an interesting experience as to what happens when the process orientation is blind in the context of customer service! This was on-board an Indigo flight.
Passenger next to me, traveling on a Corporate ticket, was entitled for one food and one beverage; he asked for a bottle of water and an apple juice. The cabin attendant refused to serve two beverages, because the entitlement is for one food and one beverage!
The harassed passenger eventually had no option but to settle for a sandwich along with the water bottle.
That costed Indigo a cool Rs 100 more (price difference between apple juice and sandwich), and left a customer totally dissatisfied!
