An executive of an organization, or someone in top level management, who wants to express a mission statement that puts its customers first, should ensure they are living that message every day in their own workplace.

Can this person name members of the custodial staff?
Or the receptionists who are the front line for all incoming people?
Are they willing to hear ideas on ways to improve?
Do the managers and those on the top know what the people on the front line are dealing with on a daily basis?
Do they acknowledge the hard work and care their staff put into their work?
Are they more concerned with the process rather than the people?

If you’re not willing to show care for your own workplace, that has an effect on the people you’re trying to serve.

The less you care about your own environment, the less your people in it will care about others.

At that point, your mission statement is invalid.