ABSTRACT
Companies have to care for their customers if they want to succeed in business; to love customers is to appreciate them in an unconditional manner. The emotions related to love are always positive, and these are the ones sought by customers every time they make a purchase. In the business environment, many companies tend to take customers for granted; these organisations adopt an unloving attitude to customers. Instead of purposely trying to persuade customers, a company should treat them as valuable individuals. A company which loves its customers tries to exceed their needs, which implies over-performing. An alternative perspective states that customers have problems which should be solved by companies in the most effective manner. Trust is a very important factor when a customer and a company depend on each other. Most companies focus on selling their products and services to customers; however, the traditional sales approach tends to create different levels of friction between the company and its customers.
