"experiences act as building blocks"

"Experiences are the domain of companies. Relationships are what they share with customers. A company cannot assume relationships without permission. In addition, relationships will not exist without cooperation. It takes two to form a relationship.
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Having suffered great disappointment in previous relationships, customers are now, more than ever, demanding a long-term approach before they offer loyalty and commitment. Companies, being ever more challenged to produce short-term results, seek quick, transactional commitments with no long-term investment or commitment. They both use the same term,  "relationships,” but have conflicting perspectives on what it means.
Companies must decide what kind of relationships they seek. After that choice is made, the operational changes and means of customer communication should follow. Quick, efficient, self-serving relationships are a legitimate strategy, but do not expect the customers to reciprocate with longterm loyalty. They are most likely to reciprocate with their own self-serving, efficient relationships, checking prices each time and shopping at discount stores.
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Customer relationships are earned one experience at atime. These experiences act as building blocks. The more blocks we use in the foundation, the stronger the ultimate relationship. And the stronger the relationship, the greater the loyalty: they are interdependent."

Trechos retirados de "Passionate and profitable : why customer strategies fail and ten steps to do them right", de Lior Arussy,