In tough times, most companies become obsessed with their competition. They want to know if others are struggling too.
Progressive Insurance wants to know what GEICO is doing. Macy’s wants insider information about Nordstrom. Ford wants to know Chrysler’s secrets—and so on.
And because I speak or consult with more than 70 organizations a year (often your competitors), my clients assume I have the answer… so they can steal it.
Well, I do. (insert drum roll here)
If your customers love you, they will give you more money.
That’s it. Love is the secret business differentiator for driving revenue in a sputtering economy.
Too simple, right? Not “high tech” enough for you? Couldn’t apply to your business because you’re not a customer facing business? Or, maybe your performance metrics are too sophisticated to measure something as touchy-feely as “soft skills?” Ah, you must not sell your goods or services to human beings.
For the sake of the conversation, let’s say your want to experiment with this “love” idea. How would you go about it?
1. Understand That Human Beings Have One Emotional Barometer
Many companies mistakenly believe their customers are in a purely transactional relationship. Wrong. Customers expect a human relationship. Why? Because they respond to bad service the same way they respond to toxic personal relationships—with hurt, frustration, or anger.
If you ignore them, they feel unimportant. If you second-guess them, they get defensive. If you dismiss them, they feel disrespected.
On the flip side, customers who feel loved and respected? They return. They stay loyal. They spend more.
In fact, research from Harvard Business Review shows that emotionally connected customers are more than twice as valuable as highly satisfied ones.
2. Loving You Means Customers Can Stop “Dating” Other Companies
Your customers are overwhelmed with choices. Between digital ads, search engines, social media, and email campaigns, they’re being bombarded 24/7 by other brands vying for their attention.
Your goal? Become their “forever company.”
When customers feel a strong emotional connection, it eliminates decision fatigue. They stop experimenting with competitors and start committing to you. That emotional bond makes them feel smarter, more loyal—and less tempted to stray.
That’s why customer love is one of the most powerful customer retention strategies.
3. Your Internal Customers Need Love, Too
Even if you’re not in a customer-facing role, you still interact with internal customers: colleagues, leadership, delivery teams. If you’re not cultivating a culture of respect and appreciation internally, you’ll lose your best people—and they’ll take your clients with them.
Companies that grow? They love their employees. They invest in culture, recognition, and emotional connection.
Want proof? Gallup’s State of the Global Workplace reports that companies with engaged employees outperform others by 23% in profitability.
4. Yes, You Can Quantify Customer Love
After one of my seminars, a man named John Hixon from Sweetwater, Texas shared a story. He inherited his father’s struggling grocery store. Annual sales were $250,000, but the business was losing $200,000 a year.
With no budget for renovations, John decided to try something radical—he started loving the customers. Personally.
He greeted everyone at the door. Walked them to the right aisle. Thanked them by name. Showed gratitude and enthusiasm at every step.
Nine months later, that store was on pace to gross $1.5 million annually. All from simply loving the customer. Oh—and a new Walmart had just opened nearby.
The result? Loyalty. Connection. Repeat business.
Final Thoughts: Love Is a Scalable Business Model
Too “soft” a skill for your sophisticated KPI dashboard? Think again. Customer love is what powers brands like Zappos and Apple. It’s the foundation of loyalty, advocacy, and lifetime customer value.
You don’t need a new app. You don’t need a new product. You need to make your customers—and your team—feel seen and appreciated.
Because when people love you, they give you more money.
Unless, of course, you’re too sophisticated for something as silly as that.
Book Ross Shafer for Your Next Event
Want your team to stop chasing competitors and start building customer loyalty that drives real revenue? Ross Shafer delivers unforgettable keynotes and workshops that teach the ROI of empathy, relevance, and customer connection.
👉 Book Ross now or contact Allisondalvit@gmail.com | (303) 588-3739