Customer Romance does not just happen; neither is it dependent on just providing product or service for customers, nor is it a puzzling set of practices. Rather, it occurs as a result of a deliberate, thoughtful plan of action. Companies that are known to provide the best customer experiences have philosophies that guide them to take actions their competitors do not even dream of.

I have come to realise that customers love companies that make them feel good about themselves—companies that reflect what they, the customers, believe about themselves. Customers fall in love with the company that says to them, "You are unique. You are great. We are the only ones who can make you feel that way. Fall in love with us and we will continue to make you feel great.

Customers, like spouses, can be at your beck and call if you give them what they need, when they need it and how they need it. Massage their ego and you have them by the heart.