Nobody cares how much you know, until they know how much you care.
— unknown author? I saw this attributed to Teddy Roosevelt but that strikes me as so odd that I won’t repeat the credit. But I will at least repeat the phrase, which makes a lot of sense.
Not long ago I met two people who said you have to like helping people if you want to succeed as a service professional.
It may also be true that you ought help your customers know your intentions. To let them know (through actions and not words), that you really care about their happiness. Is this “just” some kind of psychological marketing trick? I don’t think so. Especially if you believe that you’re really creating a win-win that lets you help them to the greatest of your abilities.
By the way, this isn’t just true in relationships with customers. It counts just as much, if not more, in relationships with co-workers who you see every day.