This is something I've been thinking a lot about lately, primarily because my wife is a manager at a local restaurant.
She does a great job. She only works a few nights a week, and usually she tends bar. She has a loyal following, people ask for her by name, and customers come in when she knows she's working. The policy is that the restaurant closes at 9pm, but she will keep the place open until it makes sense to close. As long as there are customers coming in, leaving good tips, she keeps it open, and creates customer loyalty. She's been doing this a couple of years, and the results for her have been impressive.
There is a flip side to all of this - you have to be a good customer for her to do this.
This gets me to thinking - how do I market myself as a customer? Yes, indeed, noodle on that for a bit. As a customer you are marketing yourself on why you should get a better deal, better service, better treatment, etc than other customers. Being a customer might be good enough. Then again, maybe not. Do you have a value proposition
I recently put this to test when Washington Mutual hit me for two overdraft fee recently. I have a sizeable amount in a savings account at WaMu, enough that WaMu makes more money on my savings in one month than they do on fees. I asked for a refund, and I did not get one. Clearly, I did not market myself correctly, as my value proposition was clear and beneficial to WaMu.
My recent Fathead experience, I must have marketed myself correctly. They sent a replacement Fathead despite it being out of warranty.
Pay attention to how you market yourself as a customer. It will have an impact on your customer experiences.