We all know someone who is obsessed with a certain company or brand.
Some companies seem to attract this. I'm thinking of Apple, Zappos, Nike, and the like.
Those same companies that generate customer obsession are themselves obsessed. It turns out that obsession is a mutual thing. Customers are drawn to brands which really care about the same things they do.
Other emotions can also be mutual: apathy, contempt, hatred.
So how does your company feel about your customers?