In this episode we bring in the know-how of a politeness expert, we get practical insights from a seasoned consultant and we get an interesting visit from a kangaroo on a unicycle. Each in their own way, these guests show the importance of different aspects of language in sustaining healthy customer relationships, ranging from language choice, over politeness issues to bonding through creativity, all the while underscoring the importance of context, as also shown in our analysis of a B2B example.