Clearly there are some customers that really do love the companies they buy from, in fact Jeanne Bliss has a whole book full of them!
However, it is important to remember that what customers really love is how the product you provide meets their needs. What it does for them. Ultimately that’s really what customers care about.
Customers don’t care whether you are doing well, how hard it is to deliver your product, whether you are making money, whether you are number 1…. and why should they?
Yes they want to be treated with respect and they want to know you care about them and the business they are giving you but do they offer that in return?
Does it matter?