Customers often make investments in their relationships with the businesses they choose to patronize. There is plenty of competition, so companies must pay attention to this. It's only when a company respects and wants a customer as much as the customer wants the company that things will go well, and a long-term brand relationship will be created. However, when a company focuses only on itself and hurts its customers, it sets itself up for disaster. Too many companies are damaged by this behavior.