The way we are treated is what irritates us the most and makes us give up the services of a given company or stop shopping in a given store. Unreliability, failure to keep deadlines, lack of openness in communication, attempts to conceal difficult topics, sometimes a lack of normal courtesy – all of these affect the perception of the entire company. In turn, courtesy, veracity, punctuality and sincere approach – even if there are problems or misunderstandings – inspire trust and evoke the customer’s attachment towards the brand. Even if the price for a service or product is higher, customers will gladly come back to such companies.