Steve Yastrow shared a valuable insight at Tom Peters' Blog recently:
Here's how I define a "We relationship": When your customer never thinks of you without thinking of both of you. A customer can think that your company is wonderful, as in "They do a great job." But, when your customer can't think of you without thinking of her relationship with you at the same time, then you've achieved a higher level of connectedness.
Read the rest here.