Would you rather go on a date with someone who is simply tolerating you, or a person who really wants to be there? The latter is the obvious choice (and the former being the stuff of first-date nightmares). After all, someone who is interested in developing and maintaining a relationship is tuned in and actively engaged. The same goes for businesses trying to capture (and keep) the affections (and loyalty) of their customers.
All too often, however, brands claim they want to build ongoing relationships with their....