Providing a great customer experience is the key to maintaining a loyal customer base. There are three elements that make a good customer experience an exceptional one; extraordinary customer experience is intentional, personalised and evolving. Michael R. Virardi explains that the key is to touch people’s hearts. The heart is closer to the pocket than the brain is which means that people buy emotionally and then they justify their decision rationally. How do you ensure, though, that you touch people’s hearts? You need to be genuine but you also need to plan. Michael R. Virardi advises business owners on how to address their customers’ satisfaction needs.