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.Every company's greatest assets are its customers, because without customers there is no company.