Why is building a relationship with every customer so important? There are two main reasons: First, itk how you create loyal customers—the repeat buyers who bring companies most of their business. And,second, dissatisfied customers don't keep their feelings to themselves. They tell other people—generally, a lot of other people—about their negative experiences. Letk look more closely at each of these points.showed her that day. The next day, the woman's relatives came to the store and also purchased from Estée. The moral of this story is: Everyone is a potential customer, so give every customer superior service. You never know how much money is in someone's pocket.*