Alan Brunacini - Magnetic North and Customer Service

Alan Brunacini - Magnetic North and customer service - why did he use the term magnetic north?
My interpretation
Magnetic north - the direction that a compass needle points to as it aligns with the Earth's magnetic field. Magnetic North shifts and changes over time in response to changes in the Earth's magnetic core. It is not a fixed point.
Magnetic north for customer service is likewise not a fixed point - it too shifts over time to best align with the changing needs of Mrs Smith.