Goodwill

Question: how do MBA courses teach their students to handle Goodwill? And specifically, customer goodwill?

I was prompted to wonder about this last Friday when, due to an ill-advised sequence of use, my Visa card was frozen. (A three-digit purchase from a German online store followed immediately by an attempt to re-up my car insurance apparently caused the bank's mainframe to flag my card as stolen or something.) Unfreezing the card was a simple but annoyingly long-drawn-out sequence...