Just having a good relationship is not enough. You must thoroughly advocate for your customers!
Advocacy marketing is based on trust.
The idea is to earn long-term trust by thoroughly pursuing the best for your customers, even if it is against the short-term interests of the company.
This concept must be incorporated into Japanese corporate culture to lead to the building of a competitive advantage. This is a must-read book for everyone involved in corporate activities, not to mention marketers and business owners.