Glossier is a monolith in the online beauty business, and they’ve gotten there by building incredibly personalized connections with their customers. This episode of Playing for Keeps is all about the ways that brands can scale authentic relationships over time.

Erin Miller, head of customer experience at Glossier, talks about great micro-interactions, taking a customer’s perspective in communication channels, and the connection between employee retention and customer retention. Plus: how to keep personalization from getting creepy.