“again. It’s an adjunct of the Rule of Psychological Reciprocity: If you don’t show interest in your customers, they won’t show interest in you. If you don’t trust them, they won’t trust you. And if you don’t care passionately, sincerely, and constantly about not just meeting but exceeding their needs, they won’t see you as being any better or any worse than any other organization they have done business with. They most certainly won’t fall in love with your organization. In short, “ya gotta love that customer”