Every interaction you have with your customers is another chapter in the story. And the more chapters there are in the story, the more complex and intimate and important it can be.
But don’t forget it’s an evolving narrative, that should pick up where the previous chapter left off.
Each interaction (chapter) is not a story unto itself. It’s part of something bigger.
Don’t forget that. Things build over time. You can’t suddenly be somebody else, so you ought to be who you want to be the first day you meet a new customer.
Start the story right.