“Talk to someone about themselves and they'll listen for hours.”
Dale Carnegie said that in his best seller, “How to Win Friends and Influence People.” The point is that a person will engage with you longer, when the "conversation" is about that person.
"If you make your product (or service) about your customer, they'll buy from you for years."
In the Business Section of the August 1 New York Times, Andrew Newman described a new commercial International Delight in the article, "Coffee Creamer Brand Focuses on Simplicity and Identity."
International Delight, or "ID" has recognized that in addition to having a favorite flavor, coffee drinkers have their own personal ways of adding the creamer to their coffee to make it "just the way they like it." ID is using the commercials to highlight this personalization factor to build a stronger bond with their customers.
The Point is this:
Make your product relevant to the customer; give your customer a way to make your product their product. When a customer takes ownership of your product, they’re building a tighter bond to you, your company and your brand. And tighter bonds make for stronger relationships.