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It’s a great line from the movie Casa Blanca.

To many customers, that’s exactly the way they think about the companies they are loyal to. They feel invested in your organization. It’s a kind of friendship.

As a customer, once you have developed this relationship, it stings all the more if you are treated like the crowd. It’s not “how could they do that,” it’s “how could they do that to me.” Nobody wants to feel invisible to, or slighted by, a company that they have praised in public, or where they have chosen to spend their money.

Once a customer is put off by something, they may decide to continue the relationship. But it will be on a different footing—the warm fuzzy feeling is lost and it will take time to rebuild. Sometimes a lot of time. Sometimes never. (Read more on the Desk.com blog)