A business needs a customer the way a husband needs a wife – it’s what defines the role. I’d like to propose a different sort of distinction to identify and pursue your target audience, one that is relevant in both B2B and B2C scenarios. Building a trustworthy relationship is less about customer service and more about the strategy, structure, and systems that drive your business and deliver a reliable customer experience. To your customers, you are either transactional or trustworthy. Which sort of relationship are you cultivating out of these 2 types of customer relationships?