求翻译：The level of basic logistical service should be realistic in terms of customer expectations and requirements. In most cases, firms confront situations wherein customers have significantly different purchase potential. Some customers require unique or special value-added services. Thus, managers must realize that customers are different and that services provided must be matched to accommodate unique requirements and purchase potential. In general, firms tend to be overly optimistic when committing to average or basic customer service performance. Inability to consistently meet an unrealistically high basic service target might result in more operating and customer relationship problems than if less ambitious goals had been attempted from the outset. Unrealistic across-the-board service commitments can also dilute a firm's capability to satisfy special requirements of high potential customers.是什么意思？

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