My mother, in her day, was a very successful education software consultant. "Have you hugged your client today?" was her line, not mine.

She always had about 6-10 Blue Chip clients on board. Companies like Shell, Exxon, Coco-Cola etc.

No matter what kind of day she was having, EVERY DAY she would make some kind of effort to demonstrate to each and every client that... she cared, that this stuff mattered, that she was willing to go the extra mile.

And it worked. 

One day, Mom decided to retire. So she sold the company to guys who looked good on paper; but in the end, they didn't have the "Daily Hug" ethos. 

They ran the company into the ground within 18 months.

Sometimes we forget the simplest things make the most enormous difference. Why are we in business if not to take care of our customers?